A Big Helping of Price Surprise

Mountains of Arizona
Clear 61 Degrees
4:29 p.m.

“So how much is it?”

That’s what they always want to know, isn’t it?

But we don’t want to tell them. Especially if it’s a lot. Especially if we’re in consulting or some other type of pursuit where there’s a custom project involved or maybe there are a lot of zeros involved.

If we keep that part of the story OUT of the story until the “time is right,” they’ll be all interested in what we have and THEN it’ll be the right time to tell them about the price. Right?

If you’re selling like a Muggle, I guess this seems rational.

If you want to play at a higher level, however, then this is completely not smart.

In martial arts, meeting force with force is not the way to go.

You accept the force and redirect the force against itself. That is how you stay alive. When you understand the energetics of the activity, you make better decisions.

If you are able to allow your mind to give up its attachment to that brutal activity we’ve been brainwashed to call “SELLING” (where YOUR will goes up against the WILL of another), then you can get back to the energetics of reality and devise a better and more effective way to offer what you have.

When people have all of the information they need to make a decision, only THEN can those people, given the right set of circumstances, begin what I call the alchemical process of self-directed decision making! That’s where they lead themselves to a decision.

No convincing is required on your part because your prospect has all of the information she needs to sell herself.

This is effortless and perfectly executed by your prospect in a way that YOU could never achieve without being THEM.

When there is a piece of information missing, however, (like the PRICE,) the self-selling job does NOT begin. In fact, additional resistance is created.

If you’re trying to get your folks on a “phone call” or have a “conversation” or whatever the latest buzzword is for that activity BEFORE you let them know details, you’re really just sentencing yourself to a lifetime of work that you don’t really need to do.

“Price surprise” is not a dish best served cold. So don’t leave it sitting around forever. Serve it early, serve it often. Then build the system around that story that allows your prospect to walk to their OWN decision.