This document provides tips for sales representatives in discussing pricing with prospects based on an analysis of 519,000 call recordings. The tips include: 1) Do not say "list price" as it lengthens the sales cycle; 2) Use words with authority like "approved price"; 3) Establish value before discussing pricing; 4) Answer pricing questions with fewer words to signal confidence; 5) Pause for over 2 seconds after providing pricing to signal confidence; 6) Discuss budgets on the first call for highest win rates; 7) Discuss pricing on the first call for highest win rates.

1. Pricing Discussions
Successful Demos
Unsuccessful Demos
0 min 60 min38 - 46 min
Successful reps talk price later in their calls after value has been established with the prospect.
3. ESTABLISH VALUE BEFORE PRICING
0 30 60
Sales Cycle Length (In Days)
When a sales rep says “list price”, “typical price”,
or “standard price” to a buyer at any point in a
deal, the sales cycle is 19% longer.
1. DON’T SAY “LIST PRICE”
“Our
Approved
Price is...”
The word “approved” implies that there is a higher
power than you with pricing authority and pricing
concessions are scrutinized.
2. DO USE WORDS WITH AUTHORITY
PRICINGConversation Cheat Sheet
We analyzed over 519,000
call recordings with AI and
uncovered the following
patterns and trends.
“List Price”
Not Used
“List Price”
Used

2. When you overexplain your pricing, it signals that
you're insecure about it or don’t fully believe the
pricing is justified.
4. ANSWER WITH FEWER WORDS
Words Used to Answer “What’s Your Pricing?”
Top
Performers
Average
Performers
102words
144words
Top sellers pause for 2.1 seconds after their pricing
explanation, signaling rock solid confidence in the
pricing presented.
5. PAUSE AFTER PRICING
6. WIN RATES ARE HIGHEST
WHEN BUDGET IS DISCUSSED
ON THE FIRST CALL
7. WIN RATES ARE HIGHEST WHEN
PRICING IS DISCUSSED ON THE
FIRST CALL
0 1 2 3
Time Paused After Talking Pricing (seconds)
Top
Reps
Average
Reps
Make sure your team is
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