To close the sale, focus on value, not price.
The seller has a tendency to add more value to the packagerather than cut the price, and the buyer has a similar tendency toask for more value rather than to demand a lower price. Bothparties are more likely to meet in the middle because they are notgiving up money.
The final solution should meet the needs of both parties. Theseller gets a larger sale in terms of dollars, and the buyer gets abetter solution to their need in terms of value. Most important, afoundation is laid for a constructive future relationship.
Excerpted from Creative Selling: Boost your B2B sales