It always festinates and confuses me when professional sales people and business owners don’t understand the relationship between their success and their attitude about money or what I call their EMQ (Emotional Money Quotient). Your EMQ is defined as unconscious emotional money trigger points that impact your ability to close deals without discounting your fees. The higher your EMQ, the more able you are to recognize and manage these trigger points by changing the way you think about money. A different way of thinking about money naturally generates more open and direct conversation, asking more intelligent questions and speaking honestly and clearly without lowering your fee.

If the words “I can’t afford it” trigger a STOP response, then you have a low EMQ. The deal is over or you try to convince the prospect they can afford it by giving them yet more information or facts to get them to see the value. Or perhaps you lower your fee or price just to make it more affordable.