As we pointed out, many salespeople sell out of desperation rather than out of goodwill. They sell with an urgent need to clear their bills for the month. All of us have needs and bills to pay and so, this is all normal. The problem is, we allow our need to clear bills to take hold of our emotions and we start selling emotionally rather than logically. Emotional sales do not consider the rationale. Any time we become emotional, we become irrational, animalistic, and illogical.

Great salespeople should have emotional intelligence. Emotional intelligence is the ability to control and master your emotions and hinder them from controlling you. It is normal to be emotional especially in money matters but it is only emotionally weak that display their emotions when they are not needed. Great salespeople will hide their emotions from the prospect even when they know that the sale was to help pay for their mother‟s hospital bill.

When desperate and emotional salespeople try to make a sale, the first thing they do is to defend their price. They become defensive even before the customer attacks the price quote. There is a rule that says that the person who speaks immediately after the price is mentioned in a sale loses his ground. This means that when you mention the price and then defend it, you lose the sale. When the prospect does, you make the sale. Of course, this is just a rule

and not a law and so, it is subject to the effect of many other factors. Let us consider some rules when it comes to determining and quoting the price. These are factors that affect the sales process.

One, it is always better to use a figure that ends with an odd number than an even number when it comes to pricing your product. This implies to the prospect that your pricing is well thought of and that it represents the exact value of the product. This assures the prospect‟s mind that you are genuine and that you are not just after extorting them by exaggerating your price. It gives an impression of honesty and authenticity. This also eliminates the need for bargaining. People rarely bargain when the price ends with an odd number. This is because they feel that the price represents the value of the product and was calculated through some complex scientific methodology that cannot be wrong. Therefore, instead of putting a price tag of 300 for your product, make it 299 or even 301. I know 301 sounds funny but it works.

Two, never mention the price before the prospect enquires. Many salespeople make this mistake; they mention the price upfront. This will cost you the sale. This makes the prospect see you as greedy and as a con. It implies that the prospect‟s money is more important to you than the prospect. It is a sign of incompetence and unprofessionalism. During the sale, create a rapport and then talk about your product and how it will satisfy the need of the prospect. After the prospect listens and they enquire about the pricing, it means that they need the product. This is a sure way to make the sale. If they do not enquire about the price, do not bother because they are not interested. It is the prospect who is supposed to introduce the issue of money in the conversation, not you. Mostly, the person who introduces the issue of money loses their advantage in the sales negotiation.

When I explain my product to the prospect and they enquire about the price, I use the word just before the price to make it look trivial. This is after I have magnified the benefits. I now minify the price. This creates the notion that the prospect is getting so much value at a very low price. This is what we all want as humans. We want to get the most from the least. We are all economists by nature even if not by profession.

Your work as a salesperson is to magnify the benefits and minify the price of your product in the mind of the customer. It all takes place in the mind. You do not have to lower your price in the real sense as long as you can make your price appear small in the mind of the prospect. This has the same effect as lowering the price. The battle is in the mind not outside. By saying that the price is just 437, you create an illusion that the price is affordable in the mind of the customer. It also implies that the product is supposed to be costing more than that and that the products of your competitors are way much higher.

The third rule when it comes to pricing is that you are never supposed to defend your price unless there is an objection. When you mention your price, sit back, and let the prospect think about it. Always make sure that you believe in your price because your prospect will be looking at you to try and trace any signs of

conmanship on your facial expression. Nod your head slowly in agreement when you mention your price and look confident all along. If you don‟t, it will appear that you are making a fortune from that sale and the prospect will object to a price and you will mostly lose the sale.

When the prospect objects to the price, assure them that that is the normal price of the product. If they insist, you can call your boss or a colleague and appear to be asking them if the product can go at the price the prospect is quoting. This shows authenticity and mostly, you will make the sale. You can even call your girlfriend. It does not have to be in any way related to your company because it is just an assurance call that you are genuine and authentic. This will make the prospect feel that the earlier price was not an exaggeration. This is important because salespeople have a reputation for inflating the price to make more commission. They are like brokers who will exaggerate the price to make the most from their clients. This is why brokers are disliked in the same magnitude as salespeople.

It is this reputation of authenticity that will give you repeat sales from the prospect. It is always easier to get a repeat sale from an existing client than to get a new client altogether. It takes less effort and resources. Therefore, treat every sale with professionalism and mannerism knowing that making a sale is not the end of your relationship with the client but just the beginning. The prospect you are dealing with today might become your customer for life. It is therefore important to make sure that they see you as authentic and considerate. These qualities are exhibited by the way you deal with the issue of money because money is close to the heart of every person on earth.

By selling the product to the prospect below the market price, you create an emotional bond between you and the client. With the bond, the client is much more likely to give you future business. The principle of reciprocity will come into play. People will always want to do good to those who do good to them. They will always feel indebted to you all their lives. Because people hate debt, they will want to pay it at all costs. They will also be looking for an opportunity to do your good and this is where they will give you the sale. Therefore, give people offers and discounts and bank on future sales. This is a long-term view of life and career. It is not just about the money you make in that one sale but the money you make from the client over a lifetime.