You're selling BMWs and the average price is $55,000. Besides the company car, which costs you nothing, you own a ten-year-old Chevy, worth a thousand dollars. Your prospect wants the car badly enough to move to the budget discussion, but you choke. Why? Because you think that spending $55,000 for a car is extravagant. Your customer empathy shows all over your face and suddenly the only thing in the way of making the sale is you. Don't project a poor self-image to your prospect. Get out of the way of the sale! Let your prospects buy your product or service because it satisfies their compelling reasons. Learn that, and you'll go to the bank more often!
When your prospects are ready to buy your product or service, it's not rude to talk about money. In fact, it would be rude not to.