The Five Pointers on Price

In How you make the sale the following points are made with respect to price in a negotiation dialog:

1. Don't lead with price
   1. 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.
2. Build value before you talk about price
   1. 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.
3. Ensure a apples to apples price comparison
   1. 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.
4. Don't appologize for your price
   1. 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.
5. Focus on the Total Value Proposition
   1. 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.