Why Hiding Costs Turns People Off
When a salesperson launch into a 20-minute sales pitch about “synergistic solutions” and “value adds,” the average consumer is screaming one thing in their head: “How much is it, and can I afford it?”
Most people don’t actually care about your product features and benefits or at least, not right away. No matter how life-changing your gadget, if I can’t pay for it, I still can’t bloody afford it.
Still, so many salespeople dance around the one thing we want to know: the price. They’ll leave it till the very end, like a plot twist in some K-dramas. When they do, it’s usually the point where the buyer either sighs in relief or bolts for the door.
Why Hiding the Price Backfires
Let me share a bit from my own career. I’ve spent over 15 years in training and development, with a big chunk of that time in sales and marketing. Whenever I sent out programme details without pricing, guess what happened?
I don’t hear back. Or, if I did hear back, the first question was always: “So… how much is it?”
But the moment I started including pricing in the brochure, potential clients started calling back to set appointments to discuss further. That shift taught me something crucial…