Discuss Pricing with Confidence

Read time: 6 Mins

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My client's eyes lit up when I presented the solution; I'd nailed it!

The room hummed with my own triumphant energy. But as the conversation shifted, my heart started pounding, palms getting sweaty. Ugh, I dread this. It was time to talk pricing.😰

Have you ever experienced this?

Money conversations remain one of the most challenging aspects both in life and sales.

As a result, salespeople often give in to discounts too easily and leave significant money on the table.

Or worse, they waste time with prospects who will never buy.

Why?

Because most sales reps wait until the end of the sales process—typically during proposal submission—to introduce financial conversations.

However, this common approach carries significant risks. Research shows that 70% of proposals are not lost to competitors but rather to "no decision", as buyers often remain in their status quo. To avoid this, building a business case after the qualify phase is important—not just to validate the client's problem but also to justify the value early on.

This week, let's explore how building a strong business case early in the sales process builds your confidence and trust with clients—and helps you close more high-value deals. When introduced at the beginning, pricing conversations become a natural part of the value discussion.

Why Start Building a Business Case Early?

Making the Most of Limited Buyer Time

According to Gartner, B2B buyers only spend 5% to 6% of their time with any one sales rep during the buying process. This leaves little room to course-correct or rebuild your case if it doesn't align with the buyer's expectations later. By introducing the business case early, you guide your client toward a value-driven discussion.

Avoiding No-Decision Outcomes

Proposals delayed indefinitely or refused altogether often stem from a lack of clarity on the potential ROI. Helping your client understand the full value of your solution early on reduces hesitation and keeps the deal moving forward.

Building Trust Early

Talking about financial investment in the qualify phase requires trust. For new clients, this can be challenging, but starting with a clear, transparent approach helps establish credibility. You'll position yourself as a trusted advisor rather than a transactional salesperson.

Validating the Client's Problem

Building a strong business case isn't just about presenting numbers. It's about deeply understanding and validating the client's problem before talking about the solution.

Understand the Problem to Build Value

Before diving into calculations, make sure you understand what truly drives your client. Start with thoughtful questions like:

• What specific challenges is your business facing right now?

• What evidence do you have that this problem exists?

• What negative impact is this issue having on your operations or revenue?

• What happens if it continues unresolved?

Benefits of Deeper Understanding

I know it is not rocket science. But I'll repeat, before we discuss solutions we need to understand deeper pain points and challenges. Get into the specifics.

• Uncover important opportunities to work with clients

• Properly scope products and services to address real needs

• Deliver solutions that address root causes rather than symptoms

For example:

Consider a global manufacturing company seeking support with automating their internal processes. Instead of immediately discussing technical specifications or implementation details, probe deeper:

Ask what success looks like to them:

"What operational outcomes are you hoping to achieve with this automation initiative?"

Identify specific challenges:

“Using five disconnected systems for inventory management, causing 40% inefficiency in production.”

Understand business impact

“$3M annual waste in materials, 35% longer production cycles.”

Explore consequences of not meeting goals

“Reduced competitiveness, higher operational costs, employee burnout.”

Show clients you care about finding and fixing their problems, and they'll trust your solution's value - no hard sell needed.

Value Justification Beats Negotiation

Remember, at this early stage, you're not negotiating prices. Instead, your goal is value justification.

Is this solution worth it for your client?

By understanding the potential of solving their problems, you'll help them see your solution as an investment rather than an expense.

Why This Works

A buyer who feels understood and knows that your solution aligns with their unique needs is much more likely to move forward. You're reducing friction and removing ambiguity, making the decision process simpler.

The 3 Part Response Framework

Even when buyers acknowledge the importance of your solution, discussing costs often leads to vague responses such as:

• "We don't have a budget."

• "Money's no problem, just send me a proposal."

• "I don't know what our budget is yet."

These responses can make it challenging to qualify the opportunity. That's where the 3 Part Response Framework comes in to guide the conversation strategically.

How It Works

When a buyer expresses uncertainty about their budget, use the 3-Part Framework:

Part 1. "I don't know how much this will cost you yet. Every client situation is unique."

This clears the air and shows that you're not making assumptions about their circumstances.

Part 2. "However, other companies in similar situations, successfully achieving the results we've been talking about, tend to invest between [X and Y]."

Offering a range provides a benchmark while framing the conversation within their specific industry or goals.

Part 3."Can you see yourself falling somewhere in this range?"

This encourages the client to reflect on their financial expectations without demanding a firm number.

This simple framework reduces awkwardness, encourages alignment, and helps you validate whether the buyer can commit to the value you're offering.

What If They're Stuck on "I Don't Know"?

If the buyer still isn't sure, try a gentle nudge with:

"I completely understand. If you're not sure, who within your team would know?"

This keeps the discussion moving without creating pressure.

or

You can pre-qualify and call back about an investment range

Example

"I'd like to discuss this with my team. We won't spend too much time on it—just enough to determine a general price range. Then I'll call you back to share our thoughts, and you can simply tell me whether it's worth pursuing or not. Would that work for you?"

Why the 3 Part Framework Works

Here's why this structure is so effective:

• It's collaborative: You're co-creating the solution with the client, not dictating it.

• It builds trust: By acknowledging their uncertainty and starting with a range, you avoid coming across as sales-driven.

• It qualifies opportunities early: If the client cannot envision investing within a reasonable range, you save time on misaligned prospects.

By the time you're ready to present a proposal, you'll already have a "soft number" agreed upon, reducing the risk of unexpected objections.

Practical Example of the Business Case Conversation

Imagine you're discussing a digital transformation project with a prospective client. Here's how the flow might look in practice:

Sales Rep: "You mentioned earlier that one of your key priorities is improving operational efficiency. Can you help me understand more about the current inefficiencies?"

Client: "Our processes are outdated, and it's slowing down production by 20%."

Sales Rep: "Wow, that's significant. What's the financial impact of that slowdown on your monthly revenue?"

Client: "We're looking at about $300,000 in lost revenue each month."

Sales Rep: "Thanks for sharing that. Companies we've worked with in your position often invest around $20,000 to $35,000 per month to resolve similar issues. Can you see yourself allocating resources in that range to solve the problem?"

This conversation demonstrates how to talk about value effectively. By showing empathy, offering insights based on tangible value, and qualifying the client naturally, you can have a pricing discussion that flows smoothly.

Actionable Steps to Build Business Cases Early

1. Integrate the 3 Part Response Framework into your qualify phase.

2. Always validate the client's problem early and clearly. Be specific and detailed in your discussions.

3. Focus on aligning your solution with their goals, emphasizing ROI.

4. Track feedback and refine your approach for each client.

5. Practice scenarios with your sales team to improve fluency and confidence.

Building a business case early is not just a sales strategy; it's a trust-building exercise. By focusing on the client's needs, demystifying the investment process, and providing clear value justification, you can transform hesitant prospects into confident buyers.

Which parts of pricing discussions challenge you the most? What strategies from this article will you implement this week?

Hit reply because I’d love to hear from you. Thanks for being here! Next week, I'll share AI workflows I incorporated in the sales process that have saved me at least 10-15 hours per week.

Ren