14     Dealing with Price Pressure


What do you do when your buyer tells you, “The only thing we need from you is a price. If you can’t beat your competitor’s pricing, then there is nothing more for us to talk about.” What he is saying is that the only thing that matters is price. Is this ever really true; is it ever really only about price? Rarely, to be honest.

Your buyer puts this type of price pressure on you for a very good reason … it works. Plain and simple, if he tells you it’s only about price, then you will start organizing your thinking so that you can compete on price. You will go back to your manager and negotiate as hard as you can, convinced that you will lose this deal if you don’t come up with some heavy discounting right ...

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