If you’re new to sales, you might be focusing on the price of your product or service. In the end, all prospects want to know how much they’re spending before they buy something. The problem is, talking too much about price in your early conversations might stall your sales progress. In a post on HubSpot, Will Brooks explains how to avoid this problem.

Whether you’re selling new windows or a subscription to the upcoming season for the local opera, you’ve got something the buyer’s interested in. Assuming you’re having a second or third conversation with a buyer, she’s giving you the signal – based on the time she’s spending with you – that she’s listening.  One of her top priorities will be learning how much all this is going to cost.

But you can take advantage of the situation by first learning why she’s interested. For example, in the case of windows – she might be in the market because she wants a more energy efficient house and lower heating bills. If she’s considering a season’s subscription to the opera, she may be a fan of a hot new star who will perform in some of the shows or she may want her friends to think of her as a patron of the arts.

Listen to what the prospect is telling you and then describe the benefits of your product and service as they specifically apply to her. Maybe your company’s windows will reduce heating costs by 25%. Or, with a season’s subscription to the opera, your prospect’s name will appear prominently in the program that all attendees read before the performances.

After you’ve explained exactly how what you’re selling will benefit your prospect, it’s time bring up the price. To close the deal, remember to counter any objections by reminding your prospect of the benefits she’ll be getting once she makes the purchase.

Apply this strategy to all of your sales conversations this year in order to close more deals with less hassle!