"Never quote a price before..."

"So, when it comes to pricing, here's the most essential rule--the pricing rule that always produces both the most sales and the most profit:
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Never quote a price before the customer fully understands the benefit of buying.
...
"The specific price varies depending on exactly what you order, how you pay for it, and so forth. I'm sure we can make an arrangement that will work for both of us, but in similar situations, companies like yours spend in the range of [low price] to [high price.]"
...
The client goes "Whoa! That's way more than we can afford!" You win, because now you know this isn't a prospective client, so you can end the conversation without wasting more of your valuable time.
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Or the client nods and says something like, "Why such a large difference in price?" You continue with "it depends on exactly what you want to accomplish..." and segue back to talking about the benefits."

Trechos retirados de "The Single Most Essential Rule About Pricing"