Transcription
Never lower your price when a man tells you it is too expensive. Never. I cannot stress this enough.
Adjust the offer instead. There is, you see, a critical distinction. The moment you discount, you have admitted, quietly but quite clearly, that your price was negotiable to begin with. You have told the man across the table that you were prepared to take less all along and were merely hoping he would not ask. He will remember this. So will every man he refers to you afterward.
When you remove features instead, you make something altogether different. Clear. Value has a cost. If a man asks you to come down from 7,000 to 5, you do not argue. You do not explain. You do not justify. You simply reply, quite calmly, "At 5, we shall remove the implementation support and the ongoing strategy reviews." And then you ask, "Does that arrangement work for you?" It is no longer a negotiation, mind you. It is a decision. Full value or reduced scope. The choice is his. The price has not moved.
Here is the truth most men never learn. You do not need to lower your price. You need to stop building offers for men who only understand price. Discounting, in my experience, attracts negotiators. Structure attracts buyers. And the difference between those two men, my dear listener, is the entire difference between a business that earns a living and a business that builds a fortune.
I have written 21 principles like this into a free guide called The 21 Habits of the Quietly Wealthy. Yours, free of charge. Comment value below and I shall send it to you personally.