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Ever catch yourself thinking, I wouldn’t pay this, so they won’t either? That sneaky voice is money projection, and it can cost you the deal long before the buyer raises a single objection. We dig into how personal money beliefs shape tone, sequencing, and confidence in the sales conversation—and what to do when those beliefs start steering you toward discounts, delays, and watered-down value.

We start by mapping how early money stories set your default selling posture: scarcity versus possibility, apology versus conviction. Then we get practical. You’ll learn to spot the telltale signs of projection—underpresenting value, overexplaining price, avoiding the close—and replace them with clear steps that keep the focus on outcomes. We share a simple shop-floor story that exposes how fast assumptions can shrink a buyer’s options, and why separating your wallet from your client’s is the cornerstone of ethical, effective selling.

From there, we offer a toolkit for high-integrity conversations: neutral, open questions that surface a buyer’s true view of value; a centring routine to reduce stress before meetings; and a shift from price apology to value conviction that anchors decisions in agreed results. If you want to sell with confidence, coach buyers to clarity, and stop negotiating against yourself, this guide gives you the language and mindset to do it.

If this resonates, follow the show, share it with a teammate who needs the reset, and leave a quick review telling us which question you’ll use on your next call.

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Graham Elliott

You can contact me at graham@salescraft.training

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