What about THEIR cost?

Prospects want to know how much your service costs, but how often will we ask them what their cost will be if they decide not to  solve their issues?  In other words, assuming they have admitted a big problem and a few big implications of that problem, yet are a bit hesitant about the cost, it can’t hurt to follow up with something like – ‘I completely understand your hesitation. Although this my sound like a weird question, based on the issues you shared with me, what would you say is the cost of NOT addressing those issues? Would it not be greater?’  It takes some guts to ask it, but if done the right way, with a tone of really trying to help them be better, it really helps.

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