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7 Ways to Say the Price Without Flinching
October 31, 2026 · 3 MIN READ · THE DRILLO TEAM
You have a good conversation with the buyer. You feel confident until you state the price for the program. A half-second of hesitation or an apology before the number lets your doubt leak out. The buyer then reacts to your uncertainty instead of the offer. They say "I need to think about it" because they heard your flicker of doubt. Here are seven ways to say the price as the moment happens.
1. If they want the price first, promise them a real number
A buyer might demand the cost of the program before you know their situation. Giving them a number now lets them judge it without context. If you dodge the question, you look shifty. Explain why an honest answer depends on their needs. Promise real numbers after you ask a few questions.
I genuinely can't give you one number yet, because it depends on your goals and how often we'd train, so let me ask you three quick questions and then I can give you real numbers instead of a guess.
2. Say the number out loud, alone, until it is boring
The fix is repetition. Say your price out loud alone until it is boring. The number should leave your mouth with the same weight as telling someone what time it is. You are draining the charge out of a number that makes you flinch. No technique hides your hesitation from a buyer.
The twelve-week program is fourteen hundred dollars.
3. Make the value undeniable before the number exists
The value gets clear before the number does. The buyer sees the trade as fair rather than a burden when four things are vivid: the outcome they want, their odds of getting there with help instead of alone, the timeline, and the effort it asks of them.
Based on what you've shared with me, here is what I'd recommend and here is why it fits your situation.
4. Say the problem, say the plan, say the number
State the price plainly and stop. A cashier tells you the total and holds out the card reader without any nervous energy. Directness shows respect for the buyer as a capable adult. If you deliver the number like it is a big thing, they will treat it like one.
That's the price, and here's what it buys you. If I were you, I'd do the full program.
5. Don't discount a number nobody argued with
A discount offered too early tells the buyer your first price was not real. Do not offer a lower price before they ask for one. Tell them what the policy costs and what it provides.
Here's what this is actually worth to you.
6. Hand it over, then stop talking
The buyer needs seconds to decide. You lose the deal when you fill that silence with a reassurance or a second pitch. Whoever speaks first after you name the number usually gives something away. Ask your question and then go quiet.
What's your gut telling you?
The ask itself, said without hedging: how to ask for the sale →
7. When they push back, go back to the value
Pushback on price means the value of the program is not clear yet. They have not connected the cost of staying stuck with the relief you provide. Go back to the value instead of offering a discount. Help them do the math out loud.
Help me understand. What feels steep about it compared to what you told me the goal is worth?
When the pushback keeps coming: hold your price without losing the deal →
The honest version is the one that works
Padding the price for a later discount tells the buyer your first number was not honest. They will then treat every number you say as a starting point. The honest version is one true number said flat with what it buys attached.
Say it before you need it
Your voice might shake when you state the price for a new program. The number gets said out loud many times somewhere that is not in front of a buyer, and then it comes out flat when it counts. Drillo is a pocket sales trainer app where you drill one sales moment at a time. Run your first drill tonight, because the only thing that changes what you say in that moment is having said it before. Drillo is live on Google Play.
Not sure the price moment is what costs you most? The free Deal Diagnostic, 10 questions →