When I was telephone prospecting, I found there is an expression common to virtually all buyers in America. It is the words how much is it, compressed into a single phrase: “Howmuchisit?” When I was starting out, I often gave the price just to get the prospect to listen to me. But as sure as I did, I would hear, “I’m not interested.” Slam! And she would hang up on me.

I soon learned that if I gave the price before I had a chance to give a presentation, I would not even get to first base. I therefore developed an alternative way of handling this question on the phone.

“How much is it?” says the predictable prospect.

“Ms. Prospect, that’s the best part!” I would reply cheerily. “If it is not just right for you, there’s no charge.”

“What do you mean?” (Again, as predicted.)

I would then say, “Ms. Prospect, what I’m calling you about, if it’s not exactly right for you, you are not going to take it, are you?” The prospect would say, “No, I’m not.”

“Well then, Ms. Prospect, if you don’t take it, then there’s no charge.”

This would always trigger the words, “Oh. Well then, what is it?” “That’s what I’d like to talk to you about. I just need ten minutes of your time I have something I have to show you.” I would then go on to arrange a ten-minute, face-to-face appointment with the prospect. v