9 Things to Never Say to a Prospect Over Email (Especially About Pricing)

Email can be a highly effective tool in sales when used properly. It allows you to share information, coordinate meetings, and keep the lines of communication open with prospects. However, there are certain conversations that are best handled over the phone or in person rather than email – especially when it comes to sensitive topics like pricing.

Mishandling discussions around cost, budget and proposal terms over email can derail a deal, damage trust, and make you look less credible as a salesperson. To help you avoid costly mistakes, here are 9 things you should never say to a prospect over email, with a special focus on navigating pricing conversations.

1. Giving Pricing Without Context

Never send a raw price quote over email without providing any context around your pricing model, what‘s included, and how you arrived at those numbers. Seeing a cost without explanation can give prospects sticker shock and scare them away if the number is higher than expected.

If a prospect asks about pricing over email, respond that you‘d be happy discuss costs, but you need to learn more about their specific needs and situation first to provide an accurate quote. Suggest scheduling a call so you can gather that key information before giving a number.

Then on the phone, walk through how your pricing works, what drives costs up or down, and how you can configure a package to fit their budget. Providing that background makes your quote feel less arbitrary and negotiable.

2. Making Promises You Can‘t Keep

In an effort to win the sale, it can be tempting to tell a prospect what they want to hear about pricing, even if it‘s not realistic. Resist the urge to make promises over email that you may not be able to follow through on later.

Avoid saying things like:

• "I‘m sure we can come down on price."
• "We can definitely work within your budget."
• "I‘ll get you our biggest discount."
• "Don‘t worry about price, we‘ll figure something out."

Unless you‘re absolutely certain you can deliver on a commitment, it‘s better to be conservative and vague, then hash out specifics on a call. Making promises you can‘t keep will only damage your credibility. Be realistic about what you can and cannot accommodate.

3. Negotiating Over Email

Negotiation is both an art and a science that requires careful listening, creative problem-solving and the ability to think on your feet. Doing it effectively over email is nearly impossible.

When a prospect pushes back on price or contract terms via email, resist the temptation to immediately respond with a counteroffer. Instead, reply that their feedback is appreciated and you‘d like to discuss it in more depth. Get them on the phone so you can:

• Clarify their specific objections
• Emphasize the unique value you provide
• Explore different options to reach an agreement
• Build rapport to ease the negotiation
• Align on mutually beneficial terms

Trying to haggle over email will only drag things out and likely leave money on the table. Have pricing negotiations voice-to-voice so nothing gets lost in translation.

4. Offering Unsolicited Discounts

One of the biggest mistakes salespeople make is offering discounts before a prospect even asks for one. They assume slashing the price is necessary to win the deal. But that devalues your product and eats away at profits.

Never send an email saying things like:

• "I noticed you haven‘t signed the proposal yet. Would 10% off help?"
• "I can give you an additional 15% off if you sign by Friday."
• "I have some wiggle room on price to earn your business."

If a prospect goes silent after receiving a proposal, don‘t jump to discounts as your first resort. Follow up on a different aspect of the deal. Check if they have any questions or concerns you can address. Reemphasize the ROI and value you provide. Offer to walk through the proposal on a call to explain the terms.

Only bring up discounts if the prospect specifically asks for one, or if you‘ve exhausted all other options to move the deal forward. Giving a discount should be your last card to play, not your first instinct, and certainly not something you offer out of the blue.

5. Shaming Prospects for Asking About Price

On the flip side, never make a prospect feel guilty or ashamed for inquiring about price. Shaming them for being cost-conscious will only alienate them and make you seem arrogant.

Don‘t say things like:

• "I‘m surprised price is your top concern. I thought you cared more about quality."
• "Are a few dollars really worth sacrificing your long-term success?"
• "I expected a company your size to have a bigger budget for this."

Remember, it‘s your prospect‘s job to get the best possible deal for their company. Asking about price doesn‘t mean they‘re cheap or short-sighted. It means they‘re doing their due diligence.

Acknowledge that price is an important factor. Emphasize that you want to find a solution that delivers maximum value within their budget. Ask clarifying questions to understand their constraints. Show empathy rather than judgment when discussing costs.

6. Overpromising Savings or ROI

Salespeople often get caught up in wishful thinking about how much money their product will save the customer or how much ROI it will generate. As a result, they make bold claims over email about cost savings to entice prospects.

But there are risks to overpromising and underdelivering. If you say a customer will save $100,000 in the first year and it turns out to only be $80,000, you‘ve damaged trust and set them up for disappointment.

Avoid statements like:

• "Our average customer saves over 50% after switching to our solution."
• "We guarantee an ROI of 250% within 6 months."
• "You‘ll easily cover the cost of our product within the first quarter."

Don‘t pull savings numbers out of thin air over email. Provide realistic estimates based on similar customers, not best case scenarios. Better yet, suggest a call to learn more about their situation so you can do a customized cost-benefit analysis rather than relying on generic averages.

7. Not Knowing When to Talk Live

One of the biggest mistakes salespeople make is trying to handle too much over email that should be done via phone or in-person conversations. Whenever pricing comes up, it‘s usually a sign that it‘s time to get your prospect live.

You can start with email to warm up a lead, provide initial information, and schedule meetings. But once you get into the meat of the deal, it‘s best to be voice-to-voice so you can navigate complexities in real-time.

As soon as a prospect replies to an email with questions or concerns about price, don‘t type out a lengthy response. Pick up the phone and talk it through. If they push back on a proposal, schedule a screen-sharing session to address their objections.

Trying to work out pivotal details over email will only prolong sales cycles and increase the risk of miscommunication. When in doubt, take it out of the inbox and get your prospect live.

8. Ignoring Buying Signals

Prospects will often drop hints in their emails about their price sensitivity, budget constraints, and how cost factors into their decision. It‘s your job to read between the lines and pick up on these clues so you can adapt your approach.

For example, if a prospect sends an email saying something like "We were hoping to spend less than $X on this project" or "We‘re working with a tight budget this quarter" – pay attention. Those are signs you may need to be flexible on price to win the deal.

On the other hand, if they say "Price isn‘t our top concern, we‘re more focused on finding the right long-term partner" or "We want the best solution, regardless of cost" – that tells you price is less of an obstacle. You may not need to be as aggressive with discounts.

The key is not to ignore or gloss over these hints. They provide valuable context for your pricing discussions. Dig deeper into their meaning over the phone so you know where you stand and how to tailor your proposal.

9. Avoiding the Elephant in the Room

Many salespeople shy away from bringing up price proactively for fear that it will scare prospects away. But skirting around the issue can do more harm than good. It allows concerns to fester and can lead to nasty surprises later.

If you sense your prospect has unaired questions or hesitations about price, don‘t avoid the elephant in the room. Ask permission to discuss pricing directly so you can address their concerns head on.

Say something like: "I can tell budget is top of mind for you. I‘m happy to walk through how our pricing works and explore some options. Can we find a time to talk through any questions you have?"

Getting potential objections out in the open allows you to confront and overcome them rather than letting them linger and poison the deal. Have respectful but candid conversations about price so it doesn‘t become a looming obstacle.

The Bottom Line

Email is an integral part of modern selling, but it has limitations. Knowing when to take a conversation out of the inbox is a key skill for any successful salesperson.

This is especially true when it comes to discussing sensitive subjects like pricing. Trying to navigate the complexities and nuances of budgets, discounts, proposals and negotiation over email is a recipe for miscommunication and mistrust.

Whenever cost comes up, see it as a buying signal that it‘s time to get your prospect on the phone to talk through the details voice-to-voice. Provide context for your pricing, emphasize the value you deliver, and work together to reach a mutually beneficial agreement.

Avoid the temptation to make promises you can‘t keep, offer unsolicited discounts, shame prospects for being price conscious, or over-inflate savings and ROI – especially over email. It will only damage your credibility and limit your negotiating power.

Remember, your job isn‘t to avoid the price conversation, but to shape it. Steer your prospects to a live dialogue where you have more flexibility to address their concerns, problem-solve creatively, and arrive at the right deal. Mastering the art of when to talk pricing over email versus phone is key to your sales success.