If you’re just like any consumer, the first thing that will always come to mind when deciding whether or not to buy a product or avail of a service is the price. Let’s say that consumer satisfaction is already a guarantee and price is the only issue, how would you deal with price resistance? The answer is simple really, present the consumer with the lowest price option and it’s a win-win situation for everyone.

However, if you’re not offering a commodity, then price is a byproduct of other issues. You need to be clear on these issues with your client in order to get control of the price discussion.

Here are 4 things to take note of when trying to overcome price resistance:

1. Price is relative to business problems.

If your company is focused on service, quality and price, and you’re not selling anything that solves business problems then all it does is puts you in the same box with your competitors. When you solve business problems of time, money and risk, then you will see yourself in a different dialogue and resistance on price is reduced.

2. Price is a reflection of confidence in outcome.

If you can provide a 100% guarantee that there would be a resolution to a buyer’s issue, then the willingness to pay any price could go up. Who would say no to maximum profit for a well-priced investment?

3. Price is a reflection of measurement context.

When it comes to business solutions, there is no such thing as a true apples-to-apples comparison. Complex solutions are never exactly the same between competitors. That means that there is no valid comparison between you and your competitor when it comes to pricing.

If your client thinks that a lower quality provider in your industry can provide just as good a solution as you can, they’ll think that the only point of comparison is the price. That conclusion will only ring true if you allow it to be. Think of it this way, would you trust a nurse to perform a bypass surgery?

4. Never haggle.

There’s a simple difference between negotiating and haggling. The former is about making adjustments in terms, conditions and scope of work between parties, while the latter is about being asked to do the same work but for less money. When it comes to providing business solutions, there should be no haggling.

If your work is priced correctly, then any adjustment that needs to be made in price needs an appropriate adjustment in scope, terms or conditions.

Price resistance comes when there’s no better context that’s been established for the discussion. As a sales person, it’s 100% your responsibility to establish the right context for the evaluation of your business proposal. If you are getting price resistance and your offering is not a specific product, then the context needs to be adjusted.