Free resource · Silence
Say the price. Then stop talking.
Every word after the price says “I'm not sure it's worth it.” This is the exact sequence I use for the price moment, including what to do with the silence.
The one rule: whoever needs to fill the silence first loses the frame.
The pause feels long to you. To them, it's thinking time. Let them think.
- Step 1
Recap their words
“So you want [their goal], and what's been in the way is [their problem]. Right?”
- Why it works
- The price lands on their own reasons, not on your pitch. A “yes” here is your green light.
- Step 2
Say the price, once
“The investment is [price].”
- How
- One sentence. Calm voice, no apology, no “only”, no “but”.
- Don't
- Mention payment plans, bonuses or discounts before they ask.
- Step 3
Hold the silence
[Say nothing. Count to seven in your head.]
- Why it works
- Silence signals certainty. Most prospects answer with their real concern, or with a buying question.
- Step 4
Answer only what they ask
“Good question. [Short answer.] What else would you need to know?”
- Why it works
- You respond to their concern, not your own nerves. Short answers keep the frame calm.
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