"Setting Price Expectations" by Brian Jeffrey

"A lot of salespeople are very concerned about bringing up prices too early in the sale, which is a valid point. But on the other hand, if we don't somehow let the prospect have a feel for what their investment is going to be, when you get to the end they can just go pale. In fact, I've had people clutch their heart and die in front of me because they thought the price was too high.”

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