Are you looking for a fresh approach to uncover budget in your sales conversations? Try focusing on percentages instead of dollar amounts.

One of the fastest ways for a prospect to shut down a sales conversation? By claiming they have no budget. Many sales reps panic at this moment, fearing the deal is lost. But instead of backing off, take control of the conversation by shifting the focus away from absolute numbers and toward percentages.

Here’s why this works: when you ask a prospect for a specific dollar amount, you’re forcing them to commit to a concrete figure—something they might not be willing or authorized to share. However, when you ask about budget in terms of percentages, the conversation feels less transactional and more strategic.

For example, the next time a prospect says, “We’re running out of budget,” respond with:

“I understand. What percentage of your budget remains?”

By framing the question this way, you achieve two things:

1. You gauge their real financial flexibility. If they can confidently answer, they likely have a solid grasp of their budget, and you can assess whether funds are available. If they hesitate or dodge the question, that may indicate they don’t have full control over spending decisions.
2. You shift the focus back on them. Instead of getting defensive or shutting down, they now have to think critically about their own budgeting priorities, giving you valuable insight into their decision-making process.

Using this strategy to uncover budget not only helps you get a clearer financial picture but also positions you as a consultative partner rather than just another salesperson.

Next time a budget objection comes up, try talking percentages. You might be surprised by how much more information you uncover.

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