Mr. Prospect, many years ago our company made a basic decision. We decided that it would be easier to explain price one time than it would be to apologize for quality forever. [Slight pause.] And I’ll bet you’re glad we made that decision, aren’t you?” If you are selling that low-ticket item, this last one might be the only one you will use. In situations involving considerable sums of money, it can be the icing on the cake that moves the prospect into the buyer’s chair.
