In 2012 my wife wanted to remodel our kitchen. All women want to do that at some point or another, and our turn was in 2012. We invited a sales consultant from Sears. He came in and showed us all the materials, colors, and styles he had. My wife liked one of them. He then started measuring, and sat by his laptop for about 20 minutes, typing, reading, working...
20 minutes later he called us back to the kitchen and started his presentation. For the first time, he turned the laptop screen to us. He reviewed the materials, quality, process, warranty, and everything we wanted (or didn't want) to know, except for the price. He was very patient, and kept asking us if we had any questions. We didn't.
And then he asked the most powerful question:
"Other than the price, is there any reason why you will not order this kitchen today?"
We thought about it for a minute, looked at each other, and finally said "no."
He asked again:
"I showed you the materials, the styles, we talked about the warranty, quality, process, is there anything you don't like?"
No. We were ready to hear the price.
He then told us that the average kitchen remodeling project in the US costs approximately $44,000. He added that a kitchen our size, for a "resurfacing" job would cost on average $26,000.
Then he told us that the price for our kitchen project would cost $17,600.
First of all, he used the known concept of concession. By showing us $44,000, and then $26,000, and only then our price of $17,600--he seemed to have made concessions, and we would feel more obligated to do something in return. Such as ordering this kitchen.
At that point, I realized how powerful his question before was. We may have been surprised by the price. We may have expected less. We may have not planned on spending this much. What do we do when that happens? We don't just say "this is too expensive," because this means one of two things: one, that we don't have a clue of how much things cost (we're stupid). Two, that we don't make enough money and cannot afford it (we're poor). So, what do we do? We say that we are not sure about the colors, and that we need to think about it, and that maybe another style will be better, and so on. Because there are two things we don't want to say: that we are stupid (we don't know how much it should cost), or that we are poor (we don't make enough money to buy this). Neither are things that we (especially men) like to admit.
But when the sales person asked us if, other than the price, there was any reason why we will not be buying this kitchen today, he took away our excuses. He left us with only three options: admit we are stupid, admit that we don't make enough money, or buy the kitchen project. Somehow that last one was the only one that would allow us to keep our dignity.
Next time you are selling something (whether a product or a service, it doesn't matter), don't talk about the price. Instead, go over every possible excuse that the client might use to get out of the deal with his or her dignity. Eliminate those, and ask:
"Other than price, is there any other reason why you will not buy this from me right now?"
If there is another reason--address it. Only when there is no other reason, bring in the price. You leave them no choice. Ego is a very fragile part of us...