Pricing Table Topics: 10 of Diamonds – Reveal the Price Only After the Value Is Communicated (opens in new tab)

This is the 10 of Diamonds from the Selling Value card deck. You should reveal the price only after the value is communicated. What happens is, when our buyers hear the price, at that moment, they're making a decision. Is the price too high or too low? Is it worth it? What decision am I going to make? Am I going to spend more time with this? Now, what typically happens is, imagine you're going to buy a pair of Levi's at the retail store, and you walk into the store and you see the price is $6...