The Audible-Ready Sales Podcast Shifting the Negotiation Away From Price
12 snips
Aug 22, 2023 
Tim Caito, a sales and negotiation expert in B2B environments, joins Rachel to reveal tactics for steering conversations away from price and towards value. He discusses why customers often fixate on price late in the sales process and introduces a strategic mindset for negotiators. Listeners learn how to effectively use phrases like 'You told me' to link price back to value, the importance of presenting multiple options, and how to leverage internal champions to strengthen negotiating positions. Tim emphasizes the need to anticipate price talks and maintain negotiation leverage.
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Reanchor Negotiation To Their Criteria
- Do re-anchor negotiations to the customer's previously stated decision criteria using the phrase "You told me."
- Use their own prioritized requirements to justify price rather than conceding on cost alone.
Gatekeepers Treat Upstream Work As Done
- Insight: Price-focused stakeholders often treat earlier qualification as mere gates and assume prior work is settled.
- That assumption creates vulnerability unless sellers explicitly confirm and prioritize decision criteria with all stakeholders.
Trade Price Moves For Commitments
- Try trading value for value by offering price movement only in exchange for commitments like multi-year contracts or introductions.
- Make concessions conditional and ask for something meaningful in return to protect margin.