How to Talk About Money with Confidence
Eben Pagan teaches how to confidently discuss money in business transactions without apologizing or appearing uncomfortable. He shares specific language patterns, guarantee structures, and an experimental webinar pricing strategy where he reveals prices upfront.
Teachings 8
Talking about money apologetically lowers client trust, confidence and respect - instead use direct, professional transitions to financial conversations
Eben warns against saying 'oh I'm so uncomfortable that I have to talk about the money now and I'm sorry to even bother you about this' as it damages professional credibility
Use specific transition phrases to comfortably move into money conversations: 'let's talk about the financial side of the relationship' or 'let's take care of the bookkeeping here'
Eben provides exact language: 'let's talk about the financial side of the relationship' and 'let's talk about the investment' as professional transition phrases
Ask direct questions about payment structures: 'how do you get paid in a situation like this' and 'how does the value exchange work here'
Eben states he literally asks people 'how do you get paid in a situation like this' and calls 'how does the value exchange work' one of his favorite questions
When working with contractors, systematically gather time estimates, budget requirements and delivery timelines for proper project management
Eben describes his process with designers and developers: asking 'how long do you think that'll take,' getting estimates like 'three hours,' then asking about variations and when they could complete the work
Explain to contractors that detailed financial and time discussions aren't micromanagement but necessary for budgeting time, money and attention
Eben tells contractors 'it's not about trying to micromanage you it's because I need to budget time and money and attention' to frame the conversation positively
Experiment with revealing prices at the beginning of webinars instead of waiting until the end to reduce presenter anxiety and maintain audience engagement
Eben states he's 'never seen anyone do that before in our industry' but tried telling webinar attendees the $2,997 price and 30% discount upfront, finding he 'didn't lose anybody'
Telling prices upfront in webinars allows you to focus on teaching without worrying about the later money transition because attendees make purchase decisions after learning
Eben found that revealing the $2,997 price early 'allowed me to get it off my chest so I don't have to worry later okay here's the part where I'm going to talk about the money' and noted 'nobody was going to buy it or not at the beginning anyway'
Create a three-part guarantee structure: the specific result they'll get, what happens if they don't get it, and what you need them to do
Eben outlines the framework: first part is 'they're going to lose 20 pounds their dog's going to stop barking they're going to start their business,' second part offers 'keep working with you until they get the result or they can have a refund,' third part requires 'show up to your classes and actually do this stuff'
Quotable Moments 3
“how does the value exchange work that's one of my favorite questions”
— Eben Pagan“it's not about like trying to micromanage you it's because I need to budget time and you know money and attention”
— Eben Pagan“I've been experimenting lately with telling people the price at the beginning of one of my webinars never seen anyone do that before in our industry”
— Eben Pagan
How to Create a Three-Part Guarantee Structure
Build client confidence and reduce risk with a comprehensive guarantee framework
- 1
Define the specific result
Clearly state what outcome they will achieve - lose 20 pounds, start their business, get a date, stop their dog from barking
- 2
Specify the remedy
Explain what happens if they don't get the promised result - either they can keep working with you until they do or receive a refund
- 3
Set client obligations
Define what you need them to do to qualify for the guarantee - show up to classes and actually implement the strategies taught
Questions Answered
How do you talk about money confidently in business without seeming pushy
“if you do it well and directly and professionally and not in the oh I'm so uncomfortable that I have to talk about the money now and I'm sorry to even bother you about this because that lowers their trust and their confidence and their respect for you”
— Eben Pagan
Use direct, professional language like 'let's talk about the financial side of the relationship' or 'how does the value exchange work here' instead of apologizing for bringing up money.
What questions should you ask about payment in business deals
“how do you get paid in a situation like this how does the financial side work how's I like asking how does the value exchange work that's one of my favorite questions”
— Eben Pagan▶ 1:01
Ask 'how do you get paid in a situation like this,' 'how does the value exchange work,' and 'how much do you charge' to understand the complete financial structure.
Should you tell the price at the beginning of a webinar or sales presentation
“I've been experimenting lately with telling people the price at the beginning of one of my webinars never seen anyone do that before in our industry”
— Eben Pagan▶ 3:08
Eben Pagan experimented with revealing prices upfront and found it didn't lose attendees while reducing presenter anxiety about transitioning to the sales portion later.
How do you create a good guarantee for your coaching program
“the first part is the guarantee of the result they're going to get... the second part of the guarantee is what happens if they don't get the result they want... and then the third part of the guarantee is what you need them to do”
— Eben Pagan▶ 4:40
Structure your guarantee with three parts: the specific result they'll get, what happens if they don't get it (refund or continue working), and what you need them to do to qualify.
How do you discuss project timelines and costs with contractors
“here's the thing we're talking about how long do you think that'll take... it's not about like trying to micromanage you it's because I need to budget time and you know money and attention”
— Eben Pagan▶ 1:34
Ask specific questions about time estimates, variations, and delivery schedules, then explain you need these details for budgeting time, money and attention - not for micromanagement.
Summary
Professional Money Conversations Build Trust
Eben reveals how apologetic language around money actually damages client relationships, while direct professional transitions increase trust and respect. He provides specific phrases for moving into financial discussions confidently.
Strategic Questions for Understanding Value Exchange
Learn Eben's favorite questions for understanding payment structures and project scope. His systematic approach with contractors ensures clear communication about timelines, costs, and deliverables while avoiding micromanagement concerns.
Unconventional Webinar Pricing Strategy
Eben shares his experimental approach of revealing prices at the beginning of webinars instead of the traditional end-of-presentation reveal. This counterintuitive strategy reduces presenter anxiety without losing attendees.
Three-Part Guarantee Framework
Discover how to structure guarantees that protect both you and your clients. Eben's framework includes specific results, clear remedies for non-performance, and defined client obligations for program success.
Counterpoint
Claim: “You should be apologetic and uncomfortable when discussing money in business to appear humble and considerate”
Reframe: Being direct and professional about money increases client trust, confidence and respect
Eben warns that saying 'oh I'm so uncomfortable that I have to talk about the money now and I'm sorry to even bother you about this' actually 'lowers their trust and their confidence and their respect for you'
Claim: “Never reveal prices at the beginning of sales presentations or webinars because you'll lose people”
Reframe: Revealing prices upfront can reduce presenter anxiety without losing attendees since they make decisions after learning anyway
Eben experimented with telling webinar attendees the $2,997 price upfront and found 'I didn't lose anybody' because 'nobody was going to buy it or not at the beginning of the class anyway'
Key Points 8
Talking about money apologetically lowers client trust, confidence and respect - instead use direct, professional transitions to financial conversations
▶ 0:31Use specific transition phrases to comfortably move into money conversations: 'let's talk about the financial side of the relationship' or 'let's take care of the bookkeeping here'
▶ 0:31Ask direct questions about payment structures: 'how do you get paid in a situation like this' and 'how does the value exchange work here'
▶ 1:01When working with contractors, systematically gather time estimates, budget requirements and delivery timelines for proper project management
▶ 1:34Explain to contractors that detailed financial and time discussions aren't micromanagement but necessary for budgeting time, money and attention
▶ 2:05Experiment with revealing prices at the beginning of webinars instead of waiting until the end to reduce presenter anxiety and maintain audience engagement
▶ 3:08Telling prices upfront in webinars allows you to focus on teaching without worrying about the later money transition because attendees make purchase decisions after learning
▶ 4:10Create a three-part guarantee structure: the specific result they'll get, what happens if they don't get it, and what you need them to do
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Topics
Coaching Strategies
Business Frameworks
Common Mistakes