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In the tutorial, the speaker answers a question about developing a compelling communication strategy to change perceptions regarding pricing before submitting a proposal. They emphasize the importance of openly discussing potential objections during a phone conversation instead of addressing them in the proposal itself. The goal is to ensure the client, including their VP and CEO, understands the reasons for higher rates and feels confident in choosing their services over competitors. It's crucial to surface all concerns upfront to facilitate acceptance of the proposed rates. The focus should be on fostering understanding and buy-in from key decision-makers.
