Never Fold on Price

The mistake

Ram Babu ("₹25k is too much") got "it's not a hobby course." Madhu ("too expensive, just a hobby") got "this is the smallest course we have." Both warm, both walked. In Call 6, Sandhya said "₹35,000 is the best" then discounted ₹10,000 — a credibility killer.

The playbook

• Reframe to ROI (business buyers): "If this got you consistently selling even 10 cakes a month, what's that worth over a year? The course pays for itself in weeks."
• Pivot to the downsell (hobby / time-limited): "If the full live program feels like a lot, the recordings-only version is ₹17,700 — same 45 recipes, lifelong, at your pace."
• Hold one number. Present the early-bird as the rate from the start — never declare a floor and then discount.