**How shouldn't you respond to a prospect if they ask for the cost right away?** If a prospect asks for the cost right away, you shouldn't respond with *telling them the cost without explaining the value or comparing it to something else.* **How should you respond to a prospect if they ask for the cost right away?** If a prospect asks for the cost right away, you should *say that you don't know right now because you need to know more about them before you can give a definitive cost.* > [!example] Example of effectively responding to a prospect who asks for the cost of life insurance right away > "Oh, we'll go through that for sure. I mean, it's all really going to depend on things your age, your health conditions, what your expenses are, your mortgage payment. And once we understand all of those different details, I can go through all of the different options we have for clients. Would that help you if I did that for you?"