# Phil Jones -- Magic Words for Price Conversations

Source: "Exactly What to Say" by Phil M. Jones

## For Fee Protection

### "I'm not sure if it's for you, but..."
> "I'm not sure if it's for you, but our premium marketing package has consistently helped vendors achieve 5-10% more than the initial valuation."

### "Just imagine..."
> "Just imagine the difference an extra £20,000 would make to your onward purchase."

### "How open-minded would you be..."
> "How open-minded would you be to investing a little more in marketing if it meant attracting stronger offers?"

### "Don't take my word for it"
> "Don't take my word for it -- here are the results from the last five homes we've marketed at this level."

## For Price Reduction Conversations

### "Before you decide..."
> "Before you decide to hold at the current asking price, there's something you should see about how buyers are behaving this month."

### "If... then..."
> "If we adjusted the guide price to £475,000, then we'd be visible to a much larger pool of active buyers. Would that be worth exploring?"

### "Would it be a bad idea if..."
> "Would it be a bad idea if we tested a new price for two weeks and measured the response?"

## For Handling "Your fee is too high"

### "What do you know about..."
> "What do you know about how fee levels typically correlate with sale prices in this area?"

### "If you were to..."
> "If you were to choose the cheapest agent and the property took three months longer to sell, what would that cost you in terms of your onward move?"

## The Golden Rule

> "The difference between a good conversation and a great one is often just a few words."