I am having a hard time thinking of any business that operates by revealing their cost of goods and the markup they put on it to arrive at a price. I’m sure there are some but I can’t think of them. What do I care how much markup this can of soup has on it? Or the car I buy? Or the shirt? Or the round of golf? The only thing I care about is the price.

When a prospect or client tries to go the markup route, try to steer them to the real question: how much are you willing to pay? What cost are you able to work with? And never bring it up yourself…NEVER.

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