Hook
$7,500/month.The prospect said "we were thinking more like $4K."Most agency owners start discounting right there.This founder didn't. Here's what he said instead:"$4K? Tell me more about where that number came from."Turns out it came from their last agency.The one that missed every deadline and got let go in month 4.So we ran it on the call:-> Last agency: $4,000/month x 4 months = $16,000
-> Results: none. Plus 2 months to find a replacement.
-> Real cost of the cheap option: $16,000 and half a yearHe didn't move the price.He moved the conversation to what the cheap option already cost them.Signed at $7,500 two days later.the price was never the objection. the last agency was.In the 10+ years I've done this, the agency that explains its price wins more deals than the one that cuts it.
