You can raise your price only when the cost and impact of your buyer’s problems exceed your price. The role of your salespeople is to raise value over all competitors in the mind of the buyer. When value is invisible, low price always wins. Failure to raise value results in customer friction, resistance and pushback. This is NOT a pricing problem, it’s a value-building problem. So your salespeople keep sharpening the pencil to win the work, your margins bleed and the math never improves.
Most salespeople stuck here aren’t losing because of price. They’ve never learned to ask questions that sell value. The speed at which a salesperson discounts price depends on their own Buying Habits, which shape how they sell and the degree to which a seller is predisposed to offer discounts.
Kent Malinowski created White Knight Selling™ to give business owners and their teams a process and structure for selling value instead of discounting prices. White Knight Selling coaches the CEO, sales leaders and sales team to build a team that diagnoses before it pitches, knows which deals are real and holds its price.
Want to talk about your sales team?
Schedule a virtual meeting with Kent Malinowski.
You’ll leave with your biggest sales problems named and ranked, and a clear recommendation for what to do next.
Schedule a complimentary coaching session (no sales pitch) →