Mastering Sales Pricing Discussions

Pitching ROI in sales is dead. According to Gong data, presenting ROI and low close rates go hand in hand. Two things happen when most salespeople sell ROI: - they do it so naively that it backfires - it's a Hail Mary attempt to save a deal When a senior exec hear's a salesperson say "the ROI of our product is..." they write-off that salesperson. They think you’re making too big of a leap between what your product does and the expected financial return you’re waving in front of them. The best salespeople create bullet-proof business cases instead. (Read: ROI is only one element of this!) Here's how they do it, according to one of the top business case experts in the world: 1. State the Situation Define the current state. What are they trying to accomplish? What's standing in their way? Make it relevant to the exec's priorities. Make it urgent with conflicting obstacles standing in the way of their goal. 2. Define the Problem Statement This is what most sellers get wrong: They think buyers buy because of ROI. Nope. They buy to solve problems first. And the financial ramifications of those problems are far more compelling than the ROI of your product. In other words, the 'cost of inaction': - what is the problem costing them? - what the opportunity costs? - what are the indirect costs? - what are the direct costs? Capture the problem as well (or better) than your customer can. 3. Create a Bridge Read: This is not about your product. Read (again): This is not about ROI. The Bridge explains the root cause of the problem. Which then allows you to explain what the customer NEEDS to solve the problem. 4. Define Three Scenarios. This is where you start to hint at ROI. Show three possible scenarios. - no action - best case - base case Executives think in ranges and possibilities. Yet most sellers give a definitive number: "You'll get exactly 22% ROI on our product, just like our other customers!" That's a sure-fire way to lose your credibility. Build three possible scenarios instead. 5. Define the Required Resources. Explain what the customer will need to do to make this projection successful. - dedicating headcount - dedicating time - spend - etc. Most salespeople shy away from this. They want to make it seem (unrealistically) easy to deploy their product. Execs know better. Call out what you need for this to be a success, and you'll earn instant credibility. Plus, you reduce their fear of shelf-ware. Because they know what it takes to avoid that now. That's all for now. P.S. I've watched over 3,000 discovery call recordings in Gong. Here's a (free) list of 39 questions that sell I compiled along the way: https://go.pclub.io/list

Stop asking for the sale. Start showing them the gap. Here's how I close six figure projects in under 22 minutes. Not because I'm some sales genius. It's because I focus on what clients care about most. Spoiler alert. It has nothing to do with what I do/make. Here's the formula— Don't skip the 2 B's between A and C. **A = Asking** (Discovery) **B = Baseline** (Where they are) **B = Benchmark** (Where they want to be) **C = Closing** (The decision) Here's how it plays out: Started with asking. Simple questions. "What's the reason for our call today?" Client: "I want to close more clients." "What's your current close rate on proposals?" Client: "38%." "What about your competitors?" Client: "The good ones? Probably 60-65%." "So if you could hit 60%, what would that mean for your business?" He did the math out loud while I followed along. Then I laid out the 2 B's (Baseline & Benchmarks): **Baseline (Their Reality Today)** • Win rate: 38% • Average deal: $400K • Proposals per month: 8 • Monthly revenue: $1.2M **Benchmark (Their Potential Tomorrow)** • Win rate: 60% • Same average deal: $400K • Same proposals: 8 • Monthly revenue: $1.9M "That's $700K per month you're leaving on the table. What's a reasonable amount to invest to achieve this?" Pause. "Does 10-20% sound fair?" His response? "When can we start?" No pitch deck. No feature list. No convincing. Just clarity on the gap. Here's what I've learned in running a service business for 24+ years. The sale isn't in your solution. It's in their realization. When you focus on the 2 B's, you remove all the friction. They stop asking "why should I buy?" and start asking "why haven't I done this already?" The gap sells itself. You're just the bridge. Most people go straight from A to C. They ask a few questions then jump into their pitch. That's like proposing on the first date. Slow down. Quantify their pain. Show them what's possible. Let the gap do the heavy lifting. What's the biggest gap you've helped a client see between their baseline and benchmark? What is the benchmark you help people with? Is it specific, measurable, and time bound? #salesstrategy #businessgrowth #clientmanagement

"Is $20/month too much for our product?" Instead of guessing, we used the Van Westendorp method to find our pricing sweet spot. 4 questions revealed exactly what users would pay (and we haven't touched our pricing since). Here's the framework any founder can steal: 1. Send a survey to actual users, not prospects We surveyed people already using Gamma. They understood the real value of our product, not hypothetical value. Too many founders survey their waitlist or randomly select people who have never used their product. That's like asking someone who's never driven about car prices. 2. Ask these 4 specific questions - At what price would this be too expensive for you to consider it? - At what price is it expensive but still delivering value? - At what price does it feel like a bargain? - At what price is it so cheap you'd question if it's reliable? These create bookends for perceived value. You're mapping the entire spectrum of price psychology, not just asking "what would you pay?" 3. Plot the responses and find where the lines intersect Graph responses from lots of users. Where "too expensive" and "too cheap" lines cross: that's your acceptable range. Where "expensive but fair" meets "bargain": this is your optimal price point. 4. Test within the range, don't just pick the middle The intersection gives you a range, not a number. We ran pricing experiments within that range to see actual conversion rates. A survey shows willingness to pay; testing reveals actual behavior. 5. Lean towards generous (especially for product-led growth) We chose to be more generous with AI usage than our "optimal" price suggested. Word-of-mouth growth matters more than maximizing initial revenue. Not everything shows up in the numbers. 6. Lock it in and stop tinkering Once you find the sweet spot through data, stick with it. We haven't changed pricing in 2 years. Every month debating pricing is a month not improving product. Remember: pricing is a signal, not just a number (Image: First Principles)

Here's where most reps blow the deal. They finish the demo. They pull up the pricing slide. Everything shows at once. Three options. All the numbers. All the line items. The prospect's brain immediately shifts to math mode. Logic mode. Objection mode. And just like that... you lost control. Here's the framework I coach my clients to use instead. Step one. Trial close BEFORE you show pricing. "Based on everything you've seen so far... before we jump into investment... what are your thoughts?" Get them to sell themselves first. Step two. Get them emotional. "How do you see your team using this?" Lock in the emotional buy-in before logic kicks in. Step three. Show pricing ONE line at a time. Animations on the slide. Control the focus. Walk through each option slowly. After each price... stop talking. Let them react. Step four. Anchor to the best fit. "Based on what you told me... I'm thinking option two is probably best for you. What do you think?" Step five. "Aside from that... is there anything else you need to see before we move forward?" This one word. Aside. Assumes the deal is already moving. It surfaces the real objection hiding behind the fake ones. Step six. Handle it live. They want the list of integrations? Pull it up right now. Don't wait.  Don't send it later. Make it easy to buy. P.S. Want to uncover your biggest hidden revenue leaks? get the playbook, calculator, and short videos for free here: https://lnkd.in/gDexefD5

Shift the Conversation: Focus on Value, Not Price As a freelancer or service provider, it's easy to get caught up in discussions about pricing and hearing what the client wants you to offer. However, shifting the conversation from price to value can transform your business. The Price vs. Value Discussion Customer: Your rate is $500 for this project. Can you do it for less? You: No, I can't. That is my rate and I can't go lower Quick Question: How many clients have approached you about lowering your rates? I guess a lot, right? 🤔 You might be saying, your price is a reflection of not just your time, but also of the investment you had in yourself to grow into your current state. Instead of saying 'no' and risking a lost sale, shift the focus to what the client stands to gain by working with you. Avoid the word "No" in a sales process. --- Don’t say, "No, I can’t lower my rates." Try: I’d love to work with you. Here is what you'd get when we are done with this project... --- Transforming the Conversation: A Real-World Scenario of a Makeup Artist (MA). The makeup artist per face price is $250 Client: My budget is $80 for the makeup. Vusi: Where are you wearing this makeup to? Client: To a wedding. Vusi: While I understand your budget is $80, think about this: at this wedding, you want to stand out, right? What’s it worth to feel your absolute best in front of your friends, and maybe even someone special? Vusi: The difference between your budget and my price is significant, but is making you feel and look your best worth the investment? If it is, I'm the person you should come to. If not, I'm happy to help you find someone who fits your budget. You can imagine this scenario for a client who needs a design or a website, and you can envision where it'd end. --- Top Tips for Shifting the Focus from Price to Value 1. Understand the client's needs:   Ask questions that allow you to discover what truly matters to them. 2. Communicate clearly:   Highlight the value and growth that your service will provide their business. 3. Why is your service worth it? Explain how you intend to provide quality with your expertise and the results you will deliver. 4. Create Win-Win Solutions:   Offer flexible packages or payment plans that will ease the process without compromising on value. Final Thoughts: Price is a one-way conversation, often leading to negotiation, and does not showcase your value. Remember, when you focus on value rather than price, you're not just selling a service; you're offering a solution that can transform your client’s experience. Lead with value, and you'll attract clients who see your worth—not just the cost. ✨ Embrace the value-first approach and watch your business thrive! ✨ Inspired by Vusi Thembekwayo. #BusinessGrowth #ValueOverPrice #ClientRelationships #Freelancing

How to Price AI Workflows Without Losing Clients The biggest shift you can make when selling AI workflows is moving to Value-Based Pricing. It stops the client from seeing your price as an expense and re-frames it as a profitable investment. Use this 5-step internal guide to ensure your pricing is always strategic and value-grounded: P → Prepare: Ground yourself in value and ROI. Focus on outcomes. R → Research: Fully map the manual process. This is your Discovery Phase. I → Identify the ROI: Calculate the monthly/annual savings. C → Communicate: Present the transformation first. Explain the solution, scope, QA, and client needs before presenting the price. E → Expand: Seek opportunities for continued engagement to establish a long-term partnership. → The Golden Rule: When presenting your price, you should be able to explain to the client exactly how you landed on that number and anchor it in ROI calculations. Once you deliver on that initial value, use the momentum to position yourself as an AI Partner/Consultant, not a freelancer. Full resource guide below, and link to the full video in the comments 👇

How to charge more without changing your service Raising your prices can feel risky, especially when you’re offering the same service. Many businesses worry about losing clients or being seen as too expensive. But you don’t need to change what you do to charge more. You just need to change how you present and deliver it. Here’s how we do it: 1. Refine our positioning and value If clients don’t understand your value, they’ll focus on your price. Position yourself as an expert in your field. Show how your service solves real problems, helps clients reach goals faster, or creates results they can’t achieve alone. 2. Focus on results, not features Clients don’t care about your process or how many hours you work. They care about the outcome. Talk about the results you deliver, such as more revenue, saved time, or happier customers. When you sell results, price becomes less important. 3. Use testimonials and case studies Share examples of your past work, client results, and positive feedback. Show that others have paid your price and achieved real success. 4. Offer tiered pricing Keep your main service, but add higher-value packages with extras like faster delivery, more personal support, or strategy sessions. This lets clients choose what suits them while raising your average sale. 5. Present your price as an investment Help clients see your service as a smart business move, not a cost. Explain the return they’ll get in time saved, revenue gained, or risks avoided. 6. Create a sense of exclusivity People value what feels limited. Work with fewer clients, make your offer by invitation, or offer VIP access. This makes your service feel more premium and worth the higher price. 7. Improve the client experience You don’t need to change what you deliver, just how you deliver it. Communicate better, make the process smoother, and stay proactive. A great experience adds value and makes clients happy to pay more. You don’t have to work harder or change your service to earn more. You just have to show your value clearly and make your clients feel confident investing in you. What’s one thing you can change today to make your service feel more valuable?

I used to sweat every time, When potential client asked me about pricing?? The dreaded question: "How much do you charge?" My first instinct? To explain, why I was “affordable” or offer a discount to make it sound better. That was my biggest mistake. I soon realized that, Pricing isn’t about Lowering your rates or justifying every penny. It’s about confidence & clarity in how you present your value. Here’s how I learned to master pricing and objection handling: 1. Understand the VALUE you’re offering : • Instead of focusing on “how much” it costs, focus on what it brings. • How will your service make their life/business easier? • Will it save them time? Make them money? Solve a specific pain? 2. Set your price based on the value you deliver : • Don’t compare yourself to others—find a pricing structure that reflects your skills, expertise, and the outcomes you provide. • When you price based on value, objections around pricing become easier to handle. 3. Anticipate objections & prepare responses : • Before the conversation even starts, know that some clients might question your pricing. • Be ready with responses like: “I understand that you have a budget, and here’s how I can help you get the best results within that.” “This is an investment, not an expense, and here’s how you’ll see ROI.” 4. Don’t be afraid to walk away : • If a client isn’t ready to pay for the value you offer, that’s okay. • Sometimes the best move is to walk away with your head held high. • Remember: You’re not for everyone. And here’s the secret: Confidence is the key!! When you believe in your worth, others will too. So the next time a client asks, “How much?” You’ll answer confidently, knowing you’re offering something priceless.✌🏻

A client emails asking for a proposal, but you'd rather hop on a call to break it all down. Sending a price without context feels risky, right? Wrong. Send. The. Quote. Nobody - nobody - wants to sit through a dramatic reading of your proposal. If you’ve done your homework, nailed the value prop in earlier conversations, and built trust, dragging the process out with one more call isn’t helping. In fact, it might annoy your client. The move? Send the proposal, but make it irresistible to follow up. Add context that tees up the next conversation and keeps the momentum going: - Break down how the quote could flex depending on priorities. - Suggest incentives tied to their feedback. - Flag sections that might need clarification or expansion. - Highlight areas where they have choices to make. Finally, don't forget to include a timeline: “I’ll check back next week to answer questions and schedule a call to finalize.” This isn’t about skipping steps. It’s about respecting your client’s time while showing confidence in your value. If you’ve done the work upfront, sending numbers should feel like a natural step. It shouldn't feel like a risk. Ditch the outdated sales tactics. Put the buyer first. PS - the extra gangster move would be to send a brief ( < 2 min) video of you walking through the proposal. Remember that it will likely be forwarded internally...often to people with little or no context. Make sure you can provide that context for them in a format (a short video) that's easy to consume.

Brands throw darts at pricing blindfolded when they could use laser precision. This framework eliminates the guesswork (and it’s the exact framework we use for our clients): Step 1: Define Your Objective Get specific before you test anything: • Understanding fair pricing perception? • Measuring brand awareness impact on price sensitivity? • Finding gaps in the current pricing structure? Step 2: Use the Right Methodology • Survey your audience using tools like Pollfish • Split respondents: brand-aware vs brand-unaware • Ask Van Westendorp questions: → What price feels "too expensive"? → What price feels "too inexpensive"? → What price is a "bargain"? Step 3: Analyze Audience Segments These groups live in different worlds: Brand-Aware Customers: • Higher price tolerance • Accept broader price ranges Brand-Unaware Customers: • Prefer entry-level pricing • Need more education and trust-building Step 4: Identify the Optimal Price Range • Plot responses on Van Westendorp Price Sensitivity Meter • Find the Indifference Price Point (IPP)—where price feels "just right." Real example: • Brand-Aware IPP: $65 • Brand-Unaware IPP: $47 • Optimal range: $45–$75 That $18 difference changes everything, which is why you need to stop guessing and start measuring. What's your current pricing based on? If it's a gut feeling instead of data, you're leaving money on the table.