The Real Reason You Keep Losing Deals (it’s not price)
Most agency founders handle pricing objections the wrong way.
They rush to discount, hoping price is the only thing standing between them and the close.
But here’s the problem: when you discount before understanding the real issue, you teach the prospect to anchor your value to price.
Recently, I was coaching an agency owner who ran into this exact scenario:
They pitched a $2,500/month engagement.
The prospect hesitated.
The founder’s first instinct? Drop to $2,000.
Sound familiar?
Here’s the better way:
Slow down and get curious.
Instead of rushing to lower your price, walk through three steps:
- Clarify fit
“Does this package give you everything you need to hit your goals?” - Isolate the objection
“Besides price, is there anything that would stop you from moving forward?” - Get their number first
“What price would you be willing to pay?”
This approach does three things:
- Uncovers the truth: Often, price isn’t the real issue.
- Keeps you in control: You’re negotiating from information, not assumptions.
- Positions you as a partner: You’re solving with them, not selling at them.
Agency founders:
Stop racing to lower your price.
Start asking better questions.
Because the fastest way to lose a deal isn’t being “too expensive”…
…it’s not understanding what your prospect actually values.
Want more frameworks like this?
Our next Sales Accelerator cohort kicks off Sept 11.
We’ll build your outbound system and teach you how to handle objections, run better discovery calls, and close deals without “commission breath.”
Capped at 10 agencies. Already 50% sold out.
DM me for details.
