Software Sales Tips by Matt Wolach

Sales Tips

The Five Biggest Mistakes When Giving Pricing


We’ve all been there – a promising sales call with a great product demo, only for everything to turn chilly when it’s time to discuss pricing. It’s a situation that leaves both salespeople and potential clients frustrated, and more often than not, deals fall through. But fear not, because we’re diving into the top five pricing mistakes that can sabotage your sales success, and more importantly, how to avoid them.

Confidence is Key

Before delving into the specific mistakes, let’s address a critical factor – confidence. The first step to successful pricing discussions lies in your belief in the value your product or service offers. When you’re confident in the price you’re presenting, it shines through in your communication and demeanor. This confidence reassures potential clients that they’re investing in something truly valuable. Remember, confidence is contagious, and it can make or break a deal.

Avoid Qualifying Language

One of the most common mistakes in pricing discussions is using qualifying words to soften the blow. Phrases like “just” or “only” inadvertently convey that you’re trying to make the price sound more appealing than it is. Instead of saying, “It’s just $800,” state the cost clearly and confidently. This approach eliminates doubts and builds trust between you and the potential client.

Clarity and Confidence in Delivery

Stuttering or hesitating when sharing pricing suggests uncertainty, which can quickly erode a client’s trust in your offer. Present the cost confidently, ensuring your delivery is smooth and straightforward. By doing so, you convey that you stand behind your product’s value and are unafraid of discussing its price.

Discourage Early Discount Talk

In a bid to avoid rejection, some software salespeople introduce discounts prematurely, signaling that there’s room to negotiate. However, this approach can devalue your product and harm your bottom line. Instead, focus on presenting the true value of your offering before considering discounts. Clients may be willing to pay the full price when they fully understand what they’re getting.

Guide, Don’t Overwhelm

Avoid the pitfall of offering too many pricing options. Clients often lack clarity on what they truly need, making it crucial for you to guide them toward the most suitable offer. Recommending a specific option based on their requirements demonstrates your expertise and commitment to their success. Remember, a confused buyer doesn’t convert, so clarity is key.

Verbal Communication Before Email

Sending pricing information via email, especially as the first point of contact, can backfire. When prospects encounter the cost for the first time in an email, they might experience sticker shock and lose interest. Instead, verbally discuss the pricing during a call, focusing on the value they’ll receive. This approach allows you to contextualize the cost and highlight the benefits, making it easier for clients to understand the value proposition.


The journey from a promising sales call to a successful deal hinges on effective pricing discussions. By steering clear of these five common mistakes and focusing on confident, clear, and value-driven communication, you can significantly enhance your closing rate. Pricing should be an opportunity to showcase the worth of your product, not a hurdle to overcome. Remember, understanding your product’s value and conveying it confidently can transform those cold receptions into warm, fruitful partnerships. If you’re eager to improve your sales techniques further, explore my course, Software Demo Secrets, which compiles strategies from top software salespeople to ensure your demos hit all the right marks. Stay subscribed for more valuable insights, and until next time, happy selling!