Written by: Vickie Sullivan | September 12, 2024
Why Buyers Ghost You After Discussing Fees
Have you ever had a sales conversation in which the buyer said all the right things about moving forward, providing timelines and specifics about the project—and then disappeared once you brought up fees? Did you think to yourself, “What did I miss?”
You didn’t miss anything. That buyer really wants to work with you, but there is a money issue. Your fees tested their comfort zone, and they got scared.
Many buyers won’t tell you if your fees scare them away, so your brain makes up stories that pass for facts. Here are two false narratives you’re likely to tell yourself that create a lot of backpedaling and offer little result.
• I must prove or provide more value. You may think you should restate what you provide or offer to do more. These efforts will not work because the buyers are already convinced of your value. That issue is off the table.
• This is a negotiation ploy. I have to lower my fee. Many of us think reducing the project scope or shrinking our role will reduce the fee enough to get the deal. Nope. These buyers don’t want less of you. This tactic just sets the whole project up for disappointment.
The solution: Before you quote a fee, have an honest conversation with the buyer about willingness. What story do they tell themselves about making the project happen? What are they really prepared to do? These answers will create a context that will determine whether your fees seem impossible or just something to make happen.
Listen: What Buyers Tell Themselves About Your Fee
Now Read This:
- Why Your Client Hates Your Value-Add Efforts
- Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road