Break the price down to its smallest unit and suddenly the big number feels insignificant.
Reduce To Ridiculous
Core Principle
Hopkins breaks the total price into the smallest possible unit -- per day, per use, per employee -- and compares it to something trivially cheap. When 1200/year becomes 3.29/day, the psychological barrier shrinks dramatically. Then you contrast it with the cost of NOT buying.
Step-by-Step Execution
Example in Action
Prospect: 6000 dollars is a lot of money for training software. You: I hear you. Let me break that down though. That is 500 a month, or about 16.50 a day. Less than lunch. Now you told me each new hire takes 6 weeks to ramp up currently, and that costs you about 4000 in lost productivity per person. You hired 12 people last year -- that is 48,000 in ramp-up costs. This tool cuts ramp time in half, saving you 24,000. So the question is: would you invest 16.50 a day to save 24,000 a year? Prospect: When you put it that way... yeah.
Practice this technique with an AI-powered roleplay scenario.