High-Profit Selling: Win the Sale Without Compromising on Price

Introduction

OVER THE YEARS, I’ve been amazed at the number of times salespeople have asked me how they can avoid lowering a price to close a deal. As many times as I’ve been asked, I know there are hundreds more salespeople wondering the same thing. The tactic of giving someone a lower price as an incentive to close a deal is certainly not new. It has been going on for as long as there have been people looking to sell something to someone else. What astounds me, though, is that cutting prices to close a deal seems to happen regardless of whether the item is staggeringly expensive or supercheap. Customers want a deal, and too many salespeople are more than willing to give that deal, regardless of the negative consequences.

But will the customer ...