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Do This Before You Mention The Price

Name: Do This Before You Mention The Price
Uploaded: 2026-01-22T18:00:00+00:00
Duration: 26 s
Channel: Shanli Liu, CPA, CTP
Description: In this sales‑training excerpt, the speaker explains that salespeople should address and overcome potential obstacles before stating the price. If a…

22 Jan 2026 · 0 min

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In this sales‑training excerpt, the speaker explains that salespeople should address and overcome potential obstacles before stating the price. If a price is presented before these obstacles are cleared, the prospect’s concerns become formal objections, which are much harder to resolve. The speaker uses vivid metaphors—"killing zombies" and "defusing bombs"—to illustrate the need to neutralize these issues early. Consequently, the sales script should be front‑loaded, placing questions that surface support, concerns, or objections ahead of the price discussion to improve closing rates.

Before you mention the price, you overcome obstacles. After, it's objections. So if I say, hey, do you think your husband supports you in doing this new thing? Before I say the price, then I've overcome an obstacle. If I say the price and I didn't overcome it, it becomes an objection, which is way harder to close. We call it killing zombies, right? You want to kill the zombies, you want to defuse the bombs before you talk about money. And so we front-loaded the script to accommodate those issues that people were losing in the sales.