How to Defend Your Pricing in Sales Negotiations

If you've ever lowered your price just to close the deal… Then this post was written for you. I remember the first time I panicked on a proposal. The customer pushed back slightly and I folded instantly. - Not because the price wasn’t fair. - Not because the solution lacked value. - But because I didn’t fully believe in it yet. I hadn’t done the work to anchor my value. I hadn’t practiced my positioning with conviction. I hadn’t sold "myself" on the worth of the outcome I was offering. So instead of leading the conversation… I negotiated from fear. And with one discount, I didn’t just lower the price. I lowered the perception. That one move didn’t just cost margin. It cost trust. Because when you drop your price too fast… You send one message loud and clear: > “I’m not sure this is worth it either.” And in sales, that hesitation kills the deal faster than price ever will... But years later, something shifted. I stopped chasing "competitive pricing"... And started learning how to defend value like a professional. - Same objections. - Same price point. - Same pressure. But everything changed. Because this time I was prepared. I was confident. I was clear. And that’s when I realized: > Price isn’t a number. > It’s a mirror of belief. The salespeople who lead with confidence don’t lower their price. They "raise the buyer’s awareness" of what not buying is actually costing them. If you’re in B2B sales today, here are: 5-Ways to Protect Your Price (And Sell with Unshakable Confidence) 1. Anchor to Impact, Not Inputs   Buyers don’t care how hard you work.   They care how much risk you remove, revenue you protect, or time you give back. 2. Stop Competing on Price   When you act like a commodity, you get treated like one.   Differentiate your value, or be forced to discount it. 3. Lead with Results, Not Features   The more your solution sounds like a brochure, the more they ask for a discount.   Lead with outcomes they can measure, feel, and believe in. 4. Speak with Certainty   Say your price like it's carved in stone, not written in pencil.   Hesitation invites negotiation. 5. Pre-Sell the Value   By the time they see the proposal, they should already know why it’s worth it.   Position early and defend less later. Bonus: "Don’t Apologize for Premium"   Premium service deserves premium pricing.   You’re not just selling a solution, you’re selling peace of mind. Here’s the truth: You don’t lose B2B deals because of price. You lose them because you didn’t make the value clear enough. If you want stronger closes? Build stronger positioning. If you want better clients? Lead with belief, not insecurity. And if you want to win at the highest level? Stop negotiating from fear. Start selling from conviction... --- 👇 Drop a comment: What’s one pricing principle that changed the way you sell? "Lead Different. Sell Smarter. Win with Purpose." PS: Thanks for reading!

"Your Price is Too High" - How to Handle this Objection? Here's how 👇 In my 15 years in the industrial gas industry, I have heard this statement more than I would like to. Here's my tested approach that works: Don't Do This: → Jump to defend your price → Offer instant discounts → Bash competitors → Get defensive → Start negotiating Do This Instead: * "Help me understand what you mean by too high?" * "Which part of the pricing concerns you most?" * "What target did you have in mind?" * "How are you measuring total cost?" Simple 5-Step Approach That Works: 1. LISTEN FULLY WITHOUT INTERUPTING  2. Ask for specifics about their concern 3. Try to uncover the real issue behind the price 4. Show the total cost impact 5. Present value, not just price What I've Learned: - Price objections rarely about price alone - Quality costs matter more than unit price - Downtime costs trump everything - Reliability has real value - Trust beats low prices When They Push Back: ✓ Stay calm ✓ Get curious ✓ Ask questions ✓ Show data ✓ Be patient Many industrial gas companies compete on price, neglecting the true value of their products. Our gases are essential, and quality service should not be cheap. Let's move away from being low-cost leaders. Learn how to get better at selling more gases through my 12-week long program. Intensive Sales and Leadership program: https://lnkd.in/dgwYC4ta How do you handle the price objection?

Last quarter, I re-watched every 6-figure deal I lost our first year. The same mistake killed all of them. Mid-demo, the prospect would ask: “Okay, but how much does this cost?” And I’d answer right then and there. Here’s the problem: When pricing is discussed before everyone is aligned on the value, you lose any benchmark to compare the price to. I lost control of the conversation, and worse yet, we weren’t even aligned on the problem. When pricing comes up too early, don’t dodge it but park it. Say: ”Before we move on, do you have any other product or technical questions? I want to make sure we cover everything before we talk pricing.” Then keep looping until there’s nothing left: “Any concerns?” ”Does this answer your question?” “Anything missing for your team?” This isolates objections. Because once every product/technical question is resolved, the only thing left is price. And at that point, you have alignment your product solves their problem. That’s how I closed our first $100K deal and every 6-figure deal since.