With the election just behind us, I’ve been reminded of some age-old truisms around sensitive topics: Money. Politics. Sex. Religion. These are the classic conversational “taboos” we’ve been taught to avoid. And for good reason!

However, if you’re in OOH sales, talking about money is not only unavoidable—it’s essential to your success. In fact, we frequently remind our OOH Sales Mastery clients that they should never put together a proposal or marketing plan without first discussing a mutually agreed upon investment range. Why? Because it makes no sense to spend time crafting a proposal if you don’t even know whether the prospect is willing or able to invest.

So, why do so many sales professionals shy away from these crucial budget discussions?

The Money “Head Trash” That’s Holding You Back

Like it or not, your relationship with money influences how you sell. There are two key factors that often prevent salespeople from confidently discussing budgets with clients: early conditioning around money and your own buying habits.

1. How You Were Raised to Talk About Money Consider your childhood. Were you raised in a household where money was rarely discussed, or perhaps viewed as something scarce? Did you hear adults talk about money as though it was hard to come by.  Was it seen as rude or disrespectful to talk about money? If so, it’s not a surprise you have difficulty discussing budget with a prospect you met 30 minutes ago.

These deep-seated beliefs can become what we call “head trash,” leading to discomfort or even fear around discussing money. You might worry that asking about budget too soon will scare prospects away or make you seem pushy.

1. Your Own Buying Behavior Now, let’s turn the spotlight on you. When you make significant purchases, do you find yourself researching obsessively, reading endless reviews, or comparing prices at multiple stores before committing? Do you tend to procrastinate the final purchase even after you’ve made up your mind? Be honest—how many items are sitting in your Amazon cart right now?

If that’s you, it’s likely that when a prospect says, “I need to get a few more quotes,” “What’s the best deal you can offer?” or “Let me think it over,” you don’t push back because it mirrors your own buying style. Instead of addressing these as objections, you empathize with them—after all, it’s exactly what you would do.

Shift Your Mindset and Close More Sales

If any of this sounds familiar, don’t worry—change is possible, and it starts with your mindset. The key is to adopt an abundance mindset when it comes to money. You need to build a healthier, more confident relationship with money so that discussing budgets with prospects becomes second nature.

Here are a few questions to reflect on:

• How is avoiding money conversations holding back your sales success?
• Who else is impacted by your reluctance to address budget? (Think beyond yourself—your team, your clients, your family.)
• What would happen if you approached money talks with confidence and ease?

Remember, your journey to greater sales success starts in your mind. Thoughts shape beliefs, beliefs drive actions, and actions determine results. By tackling your money mindset head-on, you’ll not only feel more comfortable in budget conversations but also see a positive shift in your sales outcomes.

So, the next time you’re in a sales conversation, remember: talking about money isn’t taboo—it’s a strategic necessity. Embrace it, and watch your sales results transform.

Need help with sales skills or coaching to take your out of home company to the next level.  Learn more about OOH Sales Mastery at oohmastery.com  or Contact Dan Nausley at  dan.nausley@sandler.com, 423.702.5579.

Lisa & Dan Nausley and Reggie Piercy of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching thousands of OOH Operators across the country in sales, leadership, and executive coaching. 

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