Price isn’t what kills most sales. The moment after price does. In this episode, Sam Wakefield breaks down how to present options, talk about price calmly, and guide homeowners through the emotional “ledge moment” where uncertainty spikes and pressure usually shows up.

1. Why pressure shows up after price, not before
2. How to present options without forcing a yes-or-no decision
3. Why over-explaining creates resistance instead of clarity
4. What the “ledge moment” is and how to guide buyers through it
5. How calm leadership leads to confident decisions

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Presenting price isn’t about pushing people forward—it’s about helping them feel steady enough to decide. When you guide calmly, avoid the yes-or-no trap, and stay anchored in what matters to the homeowner, pressure disappears and clarity takes its place.