Which term should be avoided when discussing pricing with clients?

The term "cost" should be avoided when discussing pricing with clients because it typically carries a negative connotation. When clients hear "cost," they may focus on the notion of an expense that they need to forgo or a financial burden they have to bear. This perspective can lead to resistance and reluctance to proceed with a purchase.

In contrast, using terms like "investment" tends to frame the price in a more favorable light. It suggests that the client is making a purposeful expenditure that will bring value or returns in the future, thus fostering a more positive mindset about the transaction. By avoiding the term "cost," sales professionals can encourage clients to see the value and benefits associated with their services rather than merely the monetary price tag.