How you view money is something we at Sandler refer to as your money concept. When looking at your own weaknesses in sales, it's a key issue to be aware of. Your money concept can really screw you up!
Your delivery of the information on money needed is one aspect of your money concept getting in the way. Some people may need the up-front price, then the ongoing after that. Others may need to know what it will cost them over the course of the first year. You can't know if you're not listening, and definitely not if you're assuming they have the same money concept as you.
If you think about business language versus price, they're really two different languages. A lot of times we get caught up in price as salespeople. You may lower your price, when it's really all about the value from a business standpoint.
It's also easy to make assumptions, when really we should let our customers come to their own decisions. Price is not how everybody makes every decision. There are some people that refuse to shop on price. They may tell you price is important, but at the end of the day, the cheapest price is not what they're really looking for.
Hourly rate is a good example of this. It's not what most people really care about, though they may ask about it. Really they want to get their problem fixed for what they feel is a good deal.
But if they ask what your hourly rate is, and you spit out a number, you're shooting yourself in the foot. They may not know you can get it done in half the time, or that you can do the job twice as well.
The better that we can wrap our minds around the difference that our money concept makes, the easier it will be for us.