One of the greatest challenges of B2B sales is managing customers’ demands for price-cutting.  It may seem harmless and expedient to lower the price just a little to put your deal over the top, but when you examine the corrosive effect it has both on your profit structure and on the relationship with your customer, you should be motivated to do as little of it as possible. This course equips you with the concepts and skills to shift the focus of the sales discussion to value realized rather than price paid, and gain higher average margins.

The concepts fall under the heading of sales strategy: Identifying what customers value, differentiating your offering, and connecting it to quantifiable business improvements. The skills fall under the heading of sales tactics: how to position and sell your value up front, deal with price objections, and negotiate win-win outcomes.