Wrong Sales Phrases When Customers Ask About Price: Why Deals Are Lost From the Start

Wrong sales phrases usually appear the moment a customer asks:
“How much does it cost?”

Many salespeople think this is just a question about money, but in reality, it is the first test of your consulting capability.

When you respond with an inappropriate sales phrase, you unintentionally:

• Push the conversation into price comparison

• Lose your advisory position

• Turn yourself into a “talking price list”

Many deals are not lost because the price is too high, but because the wrong sales phrase is used at the very beginning.

1. Wrong Sales Phrases in Price Handling: What Is the Customer Really Asking?

In price handling, wrong sales phrases appear when salespeople misunderstand the intent behind the customer’s question. In reality, when customers ask about price, they are usually thinking about one of the following three things:

The customer is evaluating you

They want to see whether you are a consultant or just someone who reads out prices.
A premature or poorly framed price quote instantly kills their interest in listening further.

The customer is worried about risk

They are afraid of overpaying or making the wrong decision.
If you respond with discount-driven or pushy pricing language, their suspicion about real value increases.

The customer is preparing to compare

When you use the wrong sales phrase and give a number before creating context, you give them every reason to ask 3–5 other vendors for quotes.

That’s why:
Poor price handling = wrong sales phrases = putting yourself in a weak position.

2. Eight Wrong Sales Phrases That Instantly Turn Customers Off—and What to Say Instead

“Our price is…”

A classic wrong sales phrase.
Why it’s wrong: You don’t understand the need yet and haven’t justified the price.
Say instead:
“Before discussing pricing, I’d like to understand the main issue you want to solve so I can recommend the most suitable option.”

“We currently have a promotion.”

This makes customers question your real value.
Why it’s wrong: Discounts are used to compensate for weak justification.
Say instead:
“I want to make sure this solution truly fits your needs first, then we can talk about the most cost-effective option.”

“Other vendors are around the same price.”

This erases your differentiation.
Say instead:
“Each provider has different strengths. I’d like to understand what you prioritize most to see if we’re the right fit.”

“This is our best price already.”

A defensive sales phrase.
Why it’s wrong: It triggers price pressure.
Say instead:
“This level fits your current needs. If optimization is important, I can propose an alternative option.”

“Feel free to check with others.”

This ends the conversation prematurely.
Why it’s wrong: You lose all control.
Say instead:
“What are you most uncertain about so I can clarify it further

“I’ve sent the price—please take a look.”

A weak follow-up with no next step.
Say instead:
“After reviewing it, may I call you to hear your feedback?”

“The decision is entirely up to you.”

Sounds respectful, but it’s still wrong.
Why it’s wrong: You abandon your advisory role.
Say instead:
“If I were in your position, I would consider this point before deciding.”

“The price is higher, but the quality is better.”

Incorrect framing—emphasizes “higher” first and self-praises.
Say instead:
“There are different pricing levels—what matters most is what you’re prioritizing.”

3. The Right Mindset for Handling Price: “Frame – Reason – Options”

To avoid wrong sales phrases, follow these three steps:

Step 1: Create the Frame

When customers ask about price, don’t avoid it—but frame it so the price has meaning.
Frames include: scope, objectives, timeline, success criteria.

Step 2: Provide the Reason

A reasonable price is not justified by “we’re good,” but by:

• What the customer receives (results, SLA, warranty, speed)

• Reduced risks (fewer errors, saved time, lower opportunity cost)

Step 3: Offer Options

Don’t force one price. Offer 2–3 options:

• Basic package (budget-optimized)

• Standard package (best fit)

• Advanced package (maximum results)

When customers have options, they shift from price pressure to package selection.

4. A 30-Second Practical Price-Handling Script

If a customer asks: “How much do you charge?”

You can respond:

“I can absolutely provide pricing. To make sure it’s accurate, may I ask two quick questions:
(1) What problem are you prioritizing solving?
(2) What is your desired timeline?
Based on that, I’ll propose two cost options for you to choose from.”

This script helps you:

• Maintain control

• Address price without avoiding it

• Avoid low-price comparisons

5. HRI Vietnam’s Perspective on Wrong Sales Phrases

>>> Learn more: TOP 10 REPUTABLE HEADHUNTING COMPANIES IN VIETNAM 2026

According to HRI Vietnam, a company consistently ranked among the Top 10 Headhunting Firms in Vietnam, most sales failures do not stem from poor skills—but from repeatedly using the wrong sales phrases when customers ask about price.

High-closing sales professionals typically:

• Do not rush to quote prices

• Avoid defensive pricing language

• Maintain the advisory role until the end of the conversation

Training sales teams to eliminate wrong sales phrases is the key to increasing close rates without lowering prices.

Price does not kill deals.
Wrong sales phrases do.

When you understand that a price question is really asking, “Can I trust you?”, you’ll know how to handle pricing correctly, avoid poor sales language, and stay in control of every sales conversation.

If you want to close at the right price, start by eliminating the wrong sales phrases.

Customer support: hr@hri.com.vn

Hotline: 024 7300 6665