Latest / Closing the Deal with Fexingo: Sales, Negotiation, and Revenue Conversations for Operators / How One Rep Won a Deal by Asking for a Higher Budget
Transcript
- Lucas: So there's this moment in almost every sales conversation where you're about to quote your price, and you think, 'Maybe I should ask what their budget is first.' Most sales training says, do that — qualify early. But there's a rep I've been following who did the opposite, and it landed him a deal three times bigger than he expected. Luna: Opposite how? He asked for more? Lucas: Exactly. He asked the prospect what budget they'd set aside for a solution like his — but he framed it as, 'Given the outcomes we've delivered for similar companies, I want to make sure we're not underselling the impact. Could you share what range you've earmarked?' The prospect said, 'We've got about forty to sixty thousand.' Luna: So the rep knew they could afford more than the typical fifty thousand-dollar deal his team usually quoted. Lucas: Right. But here's the counterintuitive move: instead of quoting fifty-five thousand and trying to squeeze, he said, 'That's helpful. Based on what we've seen, a full deployment with the customization you need typically lands around a hundred to a hundred and twenty thousand. Is that range something you could explore?' Luna: Wait — he basically ignored their stated budget and threw out a number double their ceiling. How did that not kill the deal? Lucas: Because he anchored from value, not from their internal cap. And he asked permission to explore a higher range. The prospect didn't say no. They said, 'We'd need to get additional approval, but if the ROI is there, it's possible.' That opened a real conversation about value instead of a price push. Luna: So the rep turned a budget-qualification question into a value-anchoring moment. I love that. Lucas: Let's talk about the psychology here. When you ask 'What's your budget?' early, you're essentially letting the prospect set the ceiling. They might say fifty thousand, and you'll shrink your proposal to fit. But if you instead ask 'What range have you set aside?' and then respond with a value-based anchor that's higher, you're reframing what's possible. Luna: It's almost like you're positioning your solution as a premium, high-impact investment rather than a cost line item. Lucas: Exactly. And the data backs this up. I've seen studies from sales performance platforms showing that reps who ask about budget before presenting price actually close smaller deals on average. The reason is simple: you've let the prospect define the ballpark. They think in terms of what they've already approved, not what your solution is worth. Luna: So what's the right way to ask? Should every rep use this approach? Lucas: The key is timing and framing. You don't ask cold. You build credibility first — share a case study, talk about results. Then say something like, 'To make sure we're aligned, what sort of investment level have you considered for a project like this?' That's softer than 'What's your budget?' and it invites them to share a number without feeling defensive. Luna: And then you come back with a range that's higher but justified. Lucas: Right. The rep I mentioned actually said, 'Given the outcomes we've driven, I'd be doing you a disservice if I proposed something that couldn't deliver the full impact. Let me share what a comprehensive solution would look like.' Then he quoted the hundred to hundred-twenty range. He didn't apologize for it. Luna: I think a lot of reps are afraid of scaring the prospect off. They'd rather quote low and get a yes than risk a no. But this shows that a no can sometimes be a delayed yes. Lucas: And what's the worst that happens? They say 'That's way out of our range.' Then you have a real conversation about what they can afford and what you can strip out. But if you never ask, you never know. The rep won that deal at a hundred and twenty thousand — more than double what the prospect initially said. Luna: So it's not about being pushy. It's about leading with confidence in your value. Lucas: Exactly. And that confidence is something you earn through preparation. Know your numbers. Know the ROI your clients typically see. If you're not sure of that, you're just guessing. Luna: One thing I want to highlight: the rep asked permission — 'Is that range something you could explore?' That's a subtle but powerful phrase. It makes the prospect feel in control while opening the door. Lucas: Yeah. Compare that to 'Our price is one twenty.' That's a statement, not an invitation. The permission-based frame keeps the conversation collaborative rather than adversarial. Luna: And if the prospect says no, you haven't lost anything. You can always walk back to a smaller scope or a phased approach. Lucas: Exactly. But don't be too quick to walk back. Sometimes a 'no' is just a reflex. I've seen reps who, after hearing 'That's too much,' just stay silent for a few seconds. The prospect often fills the gap with, 'But maybe we could stretch if it includes X, Y, Z.' Luna: Silence is such a powerful tool. We've talked about that before. Lucas: We have. And it works here too. So the whole move is: ask about budget in a way that doesn't anchor you low, then anchor high with value, then sit with the response. Luna: Let's talk about the risk. What if the prospect gets offended or thinks you're trying to upsell them unnecessarily? Lucas: That can happen if you haven't built enough trust. You need to have demonstrated understanding of their problem first. If you jump to price too soon, it feels transactional. But if you've spent time diagnosing, sharing insights, and showing empathy, they'll see the higher number as a reflection of the value, not greed. Luna: So context matters. This isn't a cold-call script. It's for later in the conversation, maybe after a demo or a trial. Lucas: Exactly. And there's another layer: if you're selling to a committee, the budget number the initial contact gives you might not even be the real ceiling. They might be lowballing you because they don't want to look like they're overspending. So by anchoring higher, you give them something to take back to the team that actually reflects the investment needed. Luna: That's a good point. The initial contact might be a mid-level manager who has a number in mind but hasn't gotten full approval yet. Your higher anchor gives them ammunition to go ask for more. Lucas: Right. And if they come back and say 'We can only do eighty,' you've still won — because eighty is higher than the fifty or sixty they might have said originally. You've expanded the pie. Luna: I want to bring up something that's been on my mind related to this. We do a lot of episodes like this, and the feedback we get is that these tactical deep dives are really useful. And we're able to keep doing them because of a small group of listeners who chip in monthly. Lucas: Yeah, it's true. We don't run ads, so the show is funded entirely by listeners who find value in it and want to keep it going. It's a simple setup — buy me a coffee dot com slash fexingo. Luna: And it's not about big pledges. Even a few dollars a month makes a difference. It lets us invest time in researching these stories and bringing you real examples. Lucas: So if you've gotten something out of this episode or any of the others, that's one way to give back. No pressure, just an honest thing. Now, back to the negotiation tactic — let's talk about what happens after you get the yes at the higher number. Luna: Yeah, because closing at a hundred and twenty thousand isn't the end. The rep had to deliver on that value. Lucas: Exactly. And the rep I mentioned did something smart: he documented the expected ROI in the proposal. He said, 'Here are the three outcomes we'll achieve in the first six months. If we don't hit them, we'll adjust the scope.' That gave the prospect confidence to go get the extra budget. Luna: So the anchor wasn't just a number — it was tied to a promise of results. Lucas: Right. And that's the key. If you're going to ask for more, you better be ready to deliver more. The rep backed it up with a clear value narrative. That's why the prospect's internal stakeholders signed off. Luna: I think this is a great framework for anyone who's ever felt like they're leaving money on the table. Lucas: It's a mindset shift. You're not asking for a favor. You're asking them to invest in a solution that's worth more than they thought. And if you do it right, everyone wins. Luna: So next time you're about to quote, pause. Ask about their range. Then anchor higher with confidence. Lucas: And if you want to hear more real-world tactics like this, we've got a whole catalog. Thanks for listening — we'll be back soon.