Trading, Not Making, Concessions

The customer was definitely in the position of wanting my client’s technology: a new and sophisticated microchip testing process that included software, hardware, quite a bit of post-sale service, and support packages. The technology would improve quality and reduce down-time and manufacturing costs. But in spite of a clear and measurable competitive advantage and value to the customer, my client’s salesperson caved early.

“So your product is more expensive than the technology we currently use. Can you help me out with the price? I might be able to get my people to commit to the purchase if you can discount it by 20 percent. Can you do that for me?” asked the customer. ...

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