The $15K Pitch: Opening Pricing Conversations

The best resellers do not open with a price. They open with a number the prospect already believes — the cost of the problem — and let the price feel like the obvious fix.

The Full Opening Talk Track

This script is battle-tested. Use it word-for-word until you have internalized the logic, then adapt the language to your natural voice.

"Quick question before I show you anything — what do you spend per month trying to bring new guests back? Ads, email platforms, promo offers, anything."

[Let them answer. Don't fill the silence.]

"Got it. And when someone comes in for the first time — great experience, tips well — what happens after they walk out the door?"

[They will say something like "nothing" or "we hope they come back."]

"Right. So you have a $[their marketing spend] problem and a $0 solution for the gap. That is what we fix."

Now you have their attention. Here is the math sequence that closes:

Step 1 — Anchor the value of one guest contact

Take their existing CPA (cost per acquired customer) from whatever they told you about their ad spend. Use $15 if they did not give you a number.

"Right now, to bring in one new customer through your Instagram ads, you spend roughly $15. That is the market price for a marketing contact in your vertical."

Step 2 — Show the WiFi yield

"Your venue does about [X] WiFi sessions per month. With our login, you capture 60-70% of those as opted-in marketing contacts. That is [X × 0.65] new contacts per month. At your $15 CPA, those contacts would have cost you $[X × 0.65 × 15] to generate through paid channels."

Write the number down. Make it visible.

Step 3 — Drop the price

"Our platform for one location is $199 per month. You just told me the equivalent output would cost you $[2-4× your number]. So the question is not whether this is worth it — the math already answered that. The question is whether now is the right time to start capturing contacts you are already generating but losing."

Step 4 — Offer the annual anchor

"Most of our clients lock in the annual rate at $159/month — that is $480 saved over the year. We can talk about that after you see the first 30-day numbers. For now, want to see what your portal would look like?"

You have pivoted from price to demo. They said yes before the demo started.

Why This Works

The sequence works because every step builds on something the prospect already agreed to:

• •They confirmed they spend money on marketing (Step 1).
• •They confirmed guests leave without being captured (Step 2 setup).
• •They saw the math themselves (Step 2).
• •The price was never the subject — the math was (Step 3).
• •The ask at the end is for a demo, not a commitment (Step 4).

Every yes is small. By the time you reveal the price, they have already said yes four times.