In [[How you make the sale]] the following points are made with respect to price in a negotiation dialog: # ''Don't lead with price'' ## If the price is beyond what the prospect thinks is reasonable; they will quit listening the minute you give your price way and your chance to close the deal is finished. # ''Build value before you talk about price'' ## A bad deal is a bad deal at any price. Make sure you have properly sold your solution. Sell your solution before you hang a price tag to it. # ''Ensure a apples to apples price comparison'' ## It is easy to get trapped when a prospective customers says: "The last guy was a third lower than yours". Make sure the offers compare similar with respect to warranty, terms, delivery, quality. # ''Don't appologize for your price'' ## It is what it is. If it is higher, don't draw attention to it. The customer will notice it on his/her own. If you don't believe it is worth what it costs, advocate for lower prices or quit. It is impossible to sell a product you do not believe in. # ''Focus on the [[Total Value Proposition]]'' ## This includes the price of the product, the reputation and of your company as a supplier. the terms and conditions of the sale and the other opportunities.