When I talk to people about selling, they almost always assume that the “price moment” is the most stressful part.
But it’s not…not if you set up your sales call the right way.
Today I want to walk you through the exact structure I use and teach so you can deliver your price with confidence and integrity.
The Price Presentation Framework That Makes Selling Feel Effortless (and Pressure-Free)
This whole process depends on one thing: proper qualification early on.
That means during the discovery phase, I’m asking thoughtful, strategic questions.
Not surface questions.
Real ones.
Questions that tell me their dreams, their pain, their struggles, their goals, and the financial implications tied to all of it.
If someone tells me:
“I want to be a $50,000 speaker.” Or: “I want to speak 100 times a year.”
That tells me something VERY different than someone who says:
“I’m trying to launch my speaking career.”
Both people have potential. Both people deserve support.
But they are in very different parts of their journey, and my job is to choose the product or service that fits where they are.
NOT where I wish they were.
And this is important:
Never sell someone something you know isn’t the right fit for them.
This is exactly why AJ and I committed early on that Brand Builders Group would always have a lower-ticket entry point.
We were broke as a joke once too.
We remember what it felt like to be hungry, driven, and willing…but financially stretched way too thin.
Everyone deserves a doorway in.
How to Choose the Right Offer for Your Prospect
Once I understand someone’s pain, dream, and goals, then I can choose what to offer them.
And let me clarify something:
I am never talking about charging different people different prices for the same product.
We don’t do that.
The price is the price.
But I do strategically choose which product to offer based on:
- Their goals
- Their timeline
- Their dream outcomes
- Their financial reality
- Their capacity to implement
Being strategic is being service-oriented.
Not everyone needs your highest-ticket offer.
Not everyone should start at the bottom either.
Your job is to discern and guide.
How to Deliver Your Price Without Pressure
This is where the magic happens.
Most people deliver the price way too quickly and with no context.
But a number is just a number until it has something to be compared to.
So before I reveal the price, there are three essential callbacks I make:
1. Call Back the Value of Their Dream
Their dream is usually the highest financial figure in the entire conversation.
This is often the big revenue number, the big opportunity, the reason they’re doing all of this in the first place.
2. Call Back the Cost of Their Nightmare
If they don’t solve this problem…
If they don’t take action…
If they delay another year…
That has a cost too, often a bigger one than they realize.
3. Reference More Expensive Alternatives
Competitors, DIY approaches, lost time, lost opportunities — all of these also have a price tag.
These three elements provide the context.
Then I deliver the actual investment.
We call this dropping the bottom out.
THIS IS KEY: Strategically Sequence Your Price Anchors
This is subtle but critically important.
If I’m selling something for $10,000, I want the numbers they hear before that to be higher than $10,000.
Not lower.
Because when numbers go up, people expect the next number to also be high…and then when you reveal a lower number, it feels surprisingly manageable.
If the numbers go down, people start anticipating an even lower final number, and that makes them more likely to experience sticker shock when they hear your price.
A thoughtful, strategic price buildup removes that tension.
(This is exactly the kind of framework our team walks clients through inside Brand Builders Group.
Many clients even work with our senior sales strategist, Elle Petrillo, to customize their exact price buildup for their unique business.
If you want help building a pressure-free price presentation that actually converts, schedule a free brand call and our team will walk you through exactly how this applies to your industry.)
Putting It All Together
- In discovery, you gather the data.
- Before saying the price, you recap their dream, their nightmare, and their alternatives.
- Then you strategically list your price anchors.
- Finally you reveal the investment confidently and without pressure.
When done right, sales feels less like sales and more like service.
