This article was originally published by Objective Management Group and written by Staci Matt. It is shared here with permission. Anthony Cole Training Group is a Certified OMG Partner, helping organizations hire and develop high-performing sales teams using OMG’s industry-leading assessments and insights.
Financial conversations are central to every sale, yet many salespeople avoid them or handle them too late. Objective Management Group data shows an average score of 67% in comfort discussing money, with 59% of salespeople considered comfortable. On the surface, this appears to be a strength. In practice, it reveals a gap. A meaningful portion of salespeople still struggle with money conversations, and even those who are “comfortable” often handle them inconsistently or too late in the process. Research shows that buyers increasingly expect pricing discussions early, while many sellers hesitate or defer. This misalignment creates friction, stalls deals, and reduces win rates.
The Hidden Gap Behind a “Solid” Score
At first glance, a 67% average score in comfort discussing money looks acceptable.
And with 59% of salespeople considered comfortable, it would be easy to assume this is not a major issue1.
The reality is more nuanced.
In a competency that directly impacts:
- Qualification
- Value positioning
- Deal control
A 67% average means a large portion of salespeople are either:
- Avoiding or delaying money conversations
- Having superficial conversations about financial impact (“What’s your budget?”)
- Discounting or renegotiating deals where they have not uncovered value to the buyer
That gap becomes costly over the course of a sales cycle.
The Real Problem: Avoidance Shows Up Earlier Than You Think
Avoidance rarely looks like outright refusal to discuss price.
It shows up in more subtle ways:
- Skipping budget questions during discovery
- Waiting until late-stage conversations to introduce pricing
- Over-focusing on solution details before confirming that the product actually improves revenue or decreases costs for the Buyer
Research shows this behavior is widespread.
According to HubSpot, 58% of buyers want to discuss pricing on the very first call, while only 23% of salespeople are prepared to do so2.
This creates immediate misalignment.
Buyers are looking for clarity.
Salespeople are often trying to delay the conversation.
Why Salespeople Avoid Talking About Money
There are both behavioral and learned reasons behind this pattern.
- Cultural Conditioning
Many people are raised to view money as a sensitive or inappropriate topic.
Research highlights that discussing money is often considered socially uncomfortable, which carries into professional settings3.
That discomfort does not disappear when someone enters a sales role.
- Fear of Losing the Deal
Salespeople often worry that introducing price too early will:
- Scare off the prospect
- Reduce perceived value
- Trigger objections
As a result, they delay the conversation, hoping to “build value first.”
- Lack of Confidence in Value
When salespeople are not fully confident in the value they deliver, price becomes a point of tension.
Industry guidance reinforces that without a strong value conversation, price becomes the default focus, which weakens positioning and increases pressure to discount4.
The Cost of Avoidance
Avoiding financial conversations does not protect deals. It weakens them.
When money is not addressed early and directly:
Deals Stall
Prospects continue conversations without clear alignment on budget or investment expectations.
Late-Stage Surprises Increase
Pricing objections emerge late in the process, when more time and resources have already been invested.
Discounting Becomes More Likely
Salespeople who delay financial conversations often rely on price reductions to close deals they should have qualified differently.
Research shows that avoiding or delaying financial conversations contributes to misalignment and lost opportunities in the sales process5.
Comfort Alone Is Not Enough
Even among the 59% who are considered comfortable discussing money, performance varies.
Comfort does not guarantee:
- Timing the conversation correctly
- Asking the right financial questions
- Maintaining control of the pricing discussion
In many cases, salespeople are willing to talk about money, but only after:
- Presenting the solution
- Building rapport
- Advancing too far into the process
At that point, the conversation becomes reactive instead of strategic.
What Effective Salespeople Do Differently
Top performers approach financial conversations with more precision.
They:
- Introduce budget and investment discussions earlier
- Confirm both willingness and ability to spend
- Tie price directly to business and personal impact
- Address financial concerns before advancing the opportunity
Sales research consistently emphasizes that early financial alignment improves qualification accuracy and sales outcomes6.
This creates:
- Stronger qualification
- Shorter sales cycles
- More predictable outcomes
Implications for Sales Leaders
This data highlights an important leadership opportunity.
Rather than assuming financial conversations are being handled effectively, leaders should:
- Evaluate when pricing is introduced in the sales process
- Coach how financial discussions are framed and navigated
- Reinforce the connection between value and investment
Most importantly, leaders should recognize that:
- A “comfortable” salesperson may still be avoiding critical moments
- Timing and execution matter as much as willingness
The Bottom Line
Financial conversations are not a minor part of the sales process. They are central to it.
While a majority of salespeople appear comfortable discussing money, the data and behavior patterns suggest otherwise in practice.
The opportunity is not simply to increase comfort.
It is to:
- Improve timing
- Strengthen value alignment
- Ensure financial qualification happens early and consistently
Salespeople who address money directly and effectively gain clarity faster, qualify more accurately, and close more consistently.
Those who avoid it often pay the price in longer cycles, lower win rates, and unnecessary discounting.
Sources
- Objective Management Group: Finding Statistics Tool. Sales Evaluations Conducted January 1, 2025-March 30, 2026. Results percentage for average scores and proficiency scores of Comfort Discussing Money competency. Internal dataset.
- HubSpot – The First Call Conundrum
https://blog.hubspot.com/sales/the-first-sales-call-conundrum - Money conversation discomfort and cultural norms
https://thejpbusinessacademy.com/why-you-must-control-the-money-conversation-not-avoid-it/ - ValueSelling Associates – Value vs price conversations
https://www.valueselling.com/resource-blog/if-you-dont-discuss-value-all-you-can-do-is-talk-price - Financial conversation timing in sales
https://www.lushin.com/blog/the-dangers-of-assumptions-in-sales - Financial conversation avoidance impact on deals
https://suitebymonitor.com/why-most-dealers-lose-sales-by-avoiding-the-money-conversation-and-how-to-fix-it/
