Software Sales Tips by Matt Wolach

Sales Tips

What if the Buyer Asks You for the Cost Before the Demo?

What if the Buyer Asks You for the Cost Before the Demo?

In the software sales world, one common challenge arises when clients insist on knowing the cost upfront, even before exploring the full spectrum of value your product or service can offer. Let’s discuss how to handle this delicate situation and turn it into an opportunity to build trust and excitement in your buyer.

The Dilemma of Upfront Cost Inquiries

We understand the frustration sales professionals experience when clients demand to know the cost at the beginning of a call. There should be enough emphasis on the importance of delaying the discussion until the end, after presenting the product’s benefits and confirming its value tailored to the client’s needs. If the buyer hears a cost, without knowing what the product can actually solve, then they won’t understand if the cost is justified, and they’re likely to think it’s too high.

Addressing the Website Dilemma

Some SaaS companies display their costs on their websites, but this information may not be sufficient for the buyer to choose the right package or options. There should be a more personalized approach to ensure the client understands the value they are getting.

The Power of Saying “I Don’t Know”

A game-changing strategy for handling upfront cost inquiries is simply saying, “I don’t know.” While this might initially surprise the buyer, it is a powerful tool to convey that the software salesperson is committed to understanding the client’s needs before proposing a tailored solution.

Becoming the Buyer’s Advisor

By admitting uncertainty about the cost, the salesperson positions themselves as an advisor rather than a seller. Expressing a genuine interest in ensuring the client doesn’t pay for features they won’t use fosters a sense of partnership and trust.

Turning Uncertainty into Opportunity

Following up on the “I don’t know” response with a commitment to learning more about the buyer’s needs. This redirects the conversation toward value and sets the stage for a more collaborative and consultative sales process.


The Transformation to Trusted Advisor


As the conversation progresses, the salesperson becomes the buyer’s advisor and consultant, helping them navigate the best solution tailored to their unique requirements. This shift in perspective establishes a strong connection, making the buyer more receptive to the cost discussion later in the conversation.


Final Thoughts


This approach to handling upfront cost inquiries is a strategic and effective way to build trust, position yourself as an advisor, and ultimately close deals successfully. By emphasizing the importance of understanding the buyer’s needs before discussing costs, software sales professionals can create a more personalized and value-driven experience for their clients, fostering long-term relationships and boosting overall sales success.