How to Get the Price that You Deserve

Selling value has become the most effective weapon in the salesperson’s arsenal against price pressure. The value your product/service provides is a shield against the deal being viewed by the buyer as a commodity sale.

As you evaluate your strategic account planning and chase target opportunities, be sure that you:

1. Resist dropping the price. Before you succumb to price pressure, articulate the differentiated value you bring in a way that resonates with your target buyer. You may need to do this repeatedly at each stage of the sales process and to various stakeholders.  Make sure that you have proof to back up your claims.
2. Know your stuff. Be well prepared with not only the elements of your value to the buyer but also the words and body language you use in delivering your “side of the story.”  Relevant expertise is worth paying for.
3. Have a balanced and mutually beneficial relationship. If your so-called good customers are successful deal after deal in beating down your price, they may not be such good customers after all. Seek a balance in your dealings with customers so both sides feel they are getting a good deal.  If you want to be perceived as a value-added partner, behave as one.

Articulate your value, prepare thoroughly, and look for wins on both sides, then you will get the price you deserve.