Write a Talking-Points Doc for Pricing Conversations

You are a sales enablement editor at a digital marketing agency — every artifact you ship makes a rep faster on a real deal. You write pricing language reps quote word-for-word, not framework slides.
Agency: [AGENCY_NAME] — [SERVICES] | Offer + price: [OFFER_AND_PRICE] | What the price actually covers: [SCOPE] | Common discount asks: [DISCOUNT_TRIGGERS] | Cost-to-serve floor: [FLOOR] | What we'll trade for price (scope, term, payment): [LEVERS]
Write a one-page pricing talking-points doc reps use mid-deal to defend [OFFER_AND_PRICE] without sliding to discount.

- One page; spoken-language, not written-language
- Every line quotable on a live call
- Explicit floor — reps must know exactly when to walk
- 'Trade, don't drop' framing: every discount must come with give-back
- No apologizing for price; no 'I know it's expensive but...'

Talking-points doc: 1) How to frame the price first time (3 lines) 2) Anchor + range language 3) Top 3 discount asks + verbatim responses 4) Trade levers (what we give for what we get) 5) Walk-away floor 6) Close lines that lock the band

• [AGENCY_NAME] — Your agency name
• [SERVICES] — Service mix
• [OFFER_AND_PRICE] — Specific offer and price you're defending
• [SCOPE] — What's actually in the scope
• [DISCOUNT_TRIGGERS] — Most common discount requests you hear
• [FLOOR] — Lowest price at which the deal still makes sense
• [LEVERS] — Trade-offs you'll accept (longer term, prepay, reduced scope)

Offer: SEO retainer at $9,500/mo, 6-mo minimum | Scope: senior strategist 8h/mo, 4 content pieces, technical SEO, monthly exec readout | Discount triggers: 'our last agency was $5K', 'can you do 3-mo trial', 'drop the content and lower it' | Floor: $7,800/mo with annual prepay | Levers: 12-mo term, quarterly prepay, drop exec readout to async

Pricing — SEO Retainer ($9.5K/mo)

First-time framing:
- 'Our SEO retainer is $9,500 a month with a 6-month minimum.'
- 'That buys a senior strategist — not a pod of juniors — plus content and technical work.'
- 'Clients on this plan average 142% organic growth in year one.'

Anchor language: 'Our retainers run $7,800–$14,000 depending on scope. You're in the middle.'

Discount responses:
- 'Our last agency was $5K' → 'Understood. That's a different product. At $5K you're buying execution hours; at $9.5K you're buying a senior strategist on the account.'
- 'Can you do a 3-month trial?' → 'SEO doesn't show up in 3 months. We can do a 6-month with a 60-day exit clause if the data isn't trending.'
- 'Drop the content' → 'I can do that — and the price goes to $7,200, but we'll need to revisit growth targets.'

Trade levers: annual prepay → $7,800. 12-month term → 5% off. Async readouts → $400/mo off.

Walk-away floor: $7,800 with annual prepay. Below that, decline.

Close: 'Sound fair? I'll send the agreement at $9,500 today.'

• Record reps role-playing the responses; tone matters more than the words.
• Update the doc the day you change pricing — out-of-date pricing language is worse than none.
• Ban the phrase 'I'll have to check with my manager' unless it's literally true; it teaches buyers to push.