Practical Sales Training™ > How To Lose The Sale> The Price Before Value Trap
What is it?
The Price Before Value Trap happens when a buyer sees the price before they understand what they are getting. Without context, the number feels high because there is nothing to compare it to. The mind instantly labels it as expensive, even if the value would justify the cost once explained. It is one of the simplest and most damaging mistakes in sales communication because it comes from leading with the number instead of the reason.
How does it work?
When people see a price first, their brain anchors on that figure. Everything that follows is judged through the lens of cost rather than benefit. If they do not yet know what they are getting, how it works, or what result it creates, the only thing they can focus on is the amount. That triggers resistance and hesitation.
However, if you reverse the order and explain the value first, the same price feels different. When someone understands what they are buying and why it matters, the number becomes a reflection of worth instead of a point of pain. The key is sequence. The brain needs to see the why before the how much.
How can you use it?
Structure your message so that the value always comes before the price. Let people see what they gain before they see what it costs.
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Explain the outcome first: “We help you increase qualified leads by 40%” before “Our package starts at £2,000.”
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Show proof: Share results, examples, or testimonials before talking about pricing.
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Describe the process: Give buyers a sense of the work and expertise involved.
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Frame the comparison: “It costs less than hiring one new salesperson” gives instant perspective.
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Delay the number: In proposals or websites, move pricing to the end of the page or conversation.
The Price Before Value Trap is easy to fall into but simple to fix. Lead with clarity and benefit, then reveal the cost. When buyers understand what they are paying for, the same number feels fair instead of frightening.
Example
Some websites publish their pricing which can fixate people before they see what they’ll actually “get for the money”.
See also
