It’s rare that I meet a salesperson that likes to talk about price.
Most salespeople view money as something to be hoarded and feared and, in a sales situation, that view manifests itself into the salesperson being very uncomfortable talking about price.
To alleviate this uneasiness about price, how money itself is perceived has to be changed. Money needs to be viewed as a measure of value and not a measure of payment. Clients are always willing to spend money in exchange for products and services they find valuable. By the same token, clients won’t spend a dime in exchange for something they feel has little or no value to them.
Successful salespeople are the ones that acknowledge pricing concerns, but also understand that it’s only a part of what will ultimately form the purchasing decision. By finding the value or values the client is seeking, the pricing conversation becomes far more about benefits, rather than monetary cost.