Should You Show The Price At The Start Of a Presentation?

Almost every presentation or proposal that I've seen announces the price last. Conventional wisdom claims that presenting the price up front before presenting the benefits will automatically disqualify you because the shock of the price. However, if you spend 30 minutes discussing the benefits, your audience will be relieved at how low you price is.

I completely understand this argument when you're trying to win an emotional sale of the point of transaction. I'm curious whether you feel it is also a good strategy when selling a b2b solution for which the decision will be made in the future?

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