You're good at the work. You're someone else on the call.
Over-explaining, discounting before anyone asked, going quiet when the objection lands. None of that is who you are the rest of the time.
“Right, no, totally — I hear you. Look, I could probably do something on the price, maybe knock ten percent off, if that helps at all?”
“What are you comparing it to?”
The first answer solved a problem nobody had described yet, using the only currency you can't get back. The second finds out whether price was ever the real objection.
It's the twenty-minute answer to a one-minute question. The demo you gave before you knew what they needed. The moment they said "it's expensive" and you agreed with them.
You believe good work should sell itself. It doesn't, and resenting that is costing you the work.
The people who are good at this aren't more charming than you. They ask one more question than feels comfortable, and they don't fill the pause after the price.
Say it out loud. Get scored 0–100. Hear exactly what to fix — down to the word.
Scroll through. Count how many you recognise.
Sales training assumes you want to be a salesperson. Most people doing this don't — they're good at something else and selling is the tax. This is about staying recognisably yourself while still asking the question.
One session a day. Not a warm-up — the deep end.
The work is good. The call is the bit you've never practised.
Have it here first, where a bad one costs nothing.
Practise the objection — free