How to have a sales conversation that makes you feel great

Kevin Arrow

So many business owners that I speak to break out into cold sweats when they think about having to talk about their prices. Sales conversations put them on edge before it's even happened

You go on a discovery call with someone, you offer a free session that someone has taken you up on but when it comes to talking about the ‘next step' which involves charging them something, the cold sweats start or your hand starts shaking, maybe your voice quivers a bit so you just avoid the conversation. Sound familiar?

To be honest how many of you have felt this way?

I'm not going to go into your own self-worth but here's the reality. If you are in business you have to make money, If you don't make an offer for someone to buy from you, you will not make money it's simple really. So the question then moves onto

How can I discuss money without feeling uncomfortable about it?


The very first thing to do when you are thinking about sales conversations is to talk to yourself about it, now this isn't you going mad or jibbering away in the corner whilst sipping a cold cup of broth but by saying it out loud ‘I charge XXXX for this service will help you, you have verbalised your intent, it becomes more real and you will have to say this to a prospect so by telling yourself in the mirror, talking to your beloved pet or singing it out in the shower you will feel totally at ease with those words coming from your lips.

The more you speak these words the easier you will find it, this isn't some weird mumbo jumbo it's a fact.


This isn't new or even unheard of but it works yet most think it doesn't, it's something I have to actively practice not just when talking rates but with all conversations. Whether you are on the phone, on zoom, writing an email or face to face your tone changes when you smile (so does the tone of your typing). It helps convey confidence and allows you to communicate with authority not to mention professionalism.

Avoid being wishy-washy.

Listen to yourself when you are speaking to potential clients, Do you say things like ‘well normally I charge….' or ‘actually my rates are…' with lots of stumbling or stuttering, ummms and arrrsss. How would that sound to you?  Would it fill you with confidence if you heard that? Would you feel that if they were unsure of their own prices how good was the service they were offering? I would feel that way and then you can watch as a potential client walks away.

Be confident in yourself that you do have a product or service that is not just ok but fantastic, that it will deliver what is asked of it or you not only to the minimum levels but way beyond the expectations that your client has. under-promising and over-delivering is a powerful tool to have and knowing you have this in your back pocket will fill you with confidence.

Pull your shoulders back, stand or sit straight and smile as you deliver your offer, they will feel your confidence and will then feel confident in you.

Be silent.

When we’re nervous or feeling intimidated, we tend to talk. We want to fill the silence with something, anything, just to avoid having to sit there uncomfortably and wonder what the other person is thinking.

But guess what? waffling on is hurting your chances of making the sale.  When you’re talking price, avoid the urge to fill the silence (especially because you’re most likely to try to justify your pricing) and let your potential client take time to respond.

You have to let your prospect digest the information, process what's been said, and formulate their response, filling the silence will only make the chance of a yes go further away from you then you will lose control of the conversation.


Will speaking with confidence always land you a new client? No. But being able to share your pricing in a clear voice will help potential clients know that you’re confident in your skills and that even if you are not right for them right now or in the future that what you have to offer is something worth remembering.

Kevin Arrow
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Written by Kevin Arrow

Kevin Arrow is the CEO of the Online Visibility Academy where ethical entrepreneurs can train in digital marketing skills

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  • Great post – love the be silent bit! There is a lot of power in silence when it comes to negotiating and talking about money!

    • Thanks Steve, i think it’s often the most powerful thing in business, so many people just keep going as if they fear a silence as it will be a no, i think that’s leaps and bounds from what actually happens, if you garble through i think its more likely to be a no as you just don’t come across as confident.

  • Often struggled with this – especially early on. It’s the same for many new businesses as they focus on price rather than what they offer.

    I remember being told double your price, then double it again. Then say that price out loud until you feel comfortable with it.

    • You are absolutely right Clare, the price should not be a barrier for business if you are having the right conversation with the right prospect. I do think saying it aloud and practicing on your own does make a big difference though.

  • Kevin great post, I have recently experienced what you talk about regarding price and I just remained silent and it really worked! I have been using less words too to communicate what I do, after reading this post, so that you!! And yes you are right it is a matter of practice!

    • Thanks Carrie, This stuff works 🙂 glad you liked the post and you got the business

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