Introduction

Introduction

Many salespeople say:

“I’m confident until we talk about price.”

This hesitation is felt immediately by the customer.

Price discomfort leads to:

• Over-explaining
• Justifying too much
• Discounting too early
• Losing authority

This module will not teach you how to negotiate.

It will teach you how to stand comfortably in front of the price.

If you do not believe in the value, the customer never will.

Module Objective

By the end of this module, you will be able to:

• Understand how customers perceive price
• Explain pricing calmly and professionally
• Anchor price to value and risk
• Avoid premature discounting
• Protect scope and credibility
• Know when price resistance is real vs symbolic