Overcoming B2B Price Pressure Through Differentiated Value

B2B sales teams frequently find themselves responding to pushback on price from prospects and customers. Too often, salespeople fail to handle these difficult price pressure conversations effectively, resulting in increased discounting, margin loss, and lost business. To negotiate with backbone and grow customer relationships effectively, B2B sales must have both a firm understanding of the ways leverage and risk impact customer decisions, as well as the skills to communicate value in high-pressure situations.

In this webinar, John Shulman explores strategies for communicating differentiation that help sales teams successfully navigate customer price pressure objections. During the session, he discusses ways to identify the most effective price management strategy for each customer, taking into account leverage, relationships, risk, and value communication.