Business Negotiation April 24, 2013

The Strategy of Defending Your Selling Price: For Those Who Sell Anything-Business or Personal

We will discuss thirteen approaches by which sellers can best defend their price and still close the sale.   These apply whether you are holding to a firm price or to a price that has very little give...

We will discuss thirteen approaches by which sellers can best defend their price and still close the sale.  These apply whether you are holding to a firm price or to a price that has very little give.

  1. If price was the only reason people bought anything the whole economic world would be different.

  2. Don’t let your job work against you.

  3. Woo, woo, woo, while you sell satisfaction.

  4. The total cost approach to holding the price line.

  5. Don’t be in a hurry to come to the point.

  6. Give your selling price the power of good backup.

  7. Buyers do not expect to win all they ask for.

  8. Stop discounting your benefits-convert them into customer dollars.

  9. Say “No” for longer than you usually do.

  10. Give buyers time to vent their frustrations.

  11. Make concessions that give nothing away.

  12. Don’t be afraid to throw some attention getting information litter on the buyer’s lawn.

  13. Use the win-win strategy to maintain your price position.


The first sales defense: If price was the only reason people bought anything the whole economic world would be different. Despite this, most buyers tell salespeople that price is the only thing that counts in making their decision. They tell the seller, even when they themselves don’t believe it, “Your competition offers essentially the same package that you do.  If you want the order, reduce your price.”  However, as we know from experience, price is not the only factor in determining what and where we buy.

If price were the only reason that buyers bought a product or service, there would soon be only one price for that product or service.  Quality, user friendliness, delivery, design, supplier financial stability, follow-up service and payment terms wouldn’t matter.

If price was the only reason that buyers bought anything, there would soon be one supplier.  The supplier who could produce at the lowest cost would drive the others out of business.  Then, as a monopoly, they would control the price to keep others out.

If price was the only reason that buyers bout anything, we wouldn’t need salespeople.  Computers could do the job.  Push 1 to get the price.  Push 2 to place the order.  Push 3 to enter the delivery date.  Every customer would be the same in terms of needs and interests.

That’s not the way the real world works.  Most buyers know this.  Why then do they keep saying, “Price is the only thing that counts with me?”  Because salespeople so often believe them when they shouldn’t.  Successful salespeople know that price is rarely, if ever, the only factor in making a purchasing decision.
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