Carole Mahoney is an author, speaker, coach, and trainer taking a cognitive approach to sales success. In this episode, Carole shares how salespeople should initiate a pricing conversation that should be 'Not Be About Me' and quantify the cost of not doing something. That way, buyers make a decision for fear of negative business impact.   What you will learn from this episode: Discover a powerful pricing conversation technique that focuses on addressing potential objections and inspires people to take action by tapping into their fears of negative outcomes Find out how salespeople add value and uncover urgency for people to make a decision Understand why salespeople need to create a ‘dirty laundry list’ and include them in their conversation "The biggest piece of advice for finding value in a conversation and talking about pricing is to make it a collaborative conversation." - Carole Mahoney   Topics Covered: 01:30 - How she found a career in pricing 02:20 - Salespeople find it uncomfortable talking about money and pricing matters 03:46 - Pricing conversation that’s more about contrasting and quantifying the cost of doing nothing  06:36 - Not articulating enough the fear of loss 07:49 - Letting buyers articulate the real problem [and getting them to ask these important questions] 08:36 - The Seinfeld-comedy-series inspired technique of pricing conversation 10:16 - Adding value and uncovering urgency 11:30 - Creating a dirty laundry list 14:17 - What makes it advantageous for salespeople to share their laundry list amongst themselves 15:48 - Providing measurable business value while addressing potential negative outcomes 16:59 - Creating a constant reminder to salespeople with a t-shirt that reads: Not About Me 20:43 - Pricing advice that can have the biggest impact in one's business   Key Takeaways: "If selling is an exchange of value, then the pricing conversation is the proof of value actually exists." - Carole Mahoney "Ask questions that address why they might say no, not why they might say yes, you need both. You need to be able to draw the contrast." - Carole Mahoney "It's not necessarily the salesperson's job to make it painful to the buyer. It's the salesperson's job to ask the questions to uncover if the pain to the buyer is great enough to take action, to make a decision and then to implement a solution." - Carole Mahoney   People / Resources Mentioned: Buyer First: Grow Your Business with Collaborative Selling by Carole Mahoney: www.unboundgrowth.com/buyer-first-book   Connect with Carole Mahoney: LinkedIn: https://www.unboundgrowth.com/ Website: https://www.unboundgrowth.com/   Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com