A short video by Phil Risher arguing that the buyer's foremost question—"Roughly what's it going to cost?"—appears at the start of the buyer's journey and again as a final, exact-cost question; failing to address cost early loses business and trust.
The first and last question of the buyer's journey are almost the exact same questions. First question of the buyer's journey, when somebody knows they have a problem, a need, is, I need this thing. Roughly what's it going to cost? That's literally the first question. Then, once they find that out, they proceed forward with research. They choose a few companies to reach out to. They talk to one or two or three or four companies. And then the final question that they have exactly what's this going to cost me? It starts with, roughly what's this going to cost me? It ends with finishes with, exactly what's this going to cost me? If you do not address this question until the very, very end, you are losing a massive percentage of your business. You're losing trust. You're also losing trust. Signals.
