When buyers push on price, It’s a signal.

It’s not about the cost, it’s about the value they perceive.

We have all been there –

You’re negotiating a life-changing deal, and the buyer starts focusing on price.

You feel the pressure to come down as this is a once in a lifetime opportunity for your business.

But as soon as you start talking price, that’s all you then talk about.

And all of a sudden they bring you down on price so much it’s barely profitable or even go with someone else.

It’s not because they can’t afford it.

It’s because they don’t see your offer as indispensable.

When perceived value is low, price becomes their focus.

Here’s how to shift the conversation:

1.Align strategically – Tie your solution directly to their top priorities.

2.Build trust – Position yourself as the low-risk, high-reward choice.

3.Show impact – Demonstrate the results only you can deliver.

Sometimes that means going back to the drawing board and really dialling in on what makes you irreplaceable.