"Can you do anything about the price?" Every founder who sells has heard that question. And the reflex is to drop. 10% off. Something extra for free. Payment in instalments. Anything to save the deal.
But when you drop your price, what you are really saying is: "I was too expensive." And your prospect notices. Next time they open with a negotiation, because they know you move.
Why price becomes an issue
Price only becomes an issue when the prospect does not see enough value. If you ask 5,000 euro and the prospect believes it will bring them 50,000, then 5,000 is a bargain. They do not negotiate.
If you ask 5,000 euro and the prospect thinks it "might do something," then 5,000 is a risk. So they negotiate. Not because they are cheap, but because they are not convinced.
The answer is not to get cheaper. The answer is to make the value visible.
How to make value concrete
Ask about impact. "What is this problem costing you per month?" "How many deals are you missing by not solving it?" "What would it be worth if this problem were gone?"
Once your prospect works out for themselves that the problem costs them 20,000 a year, your 5,000 proposal stops being a cost and becomes an investment returning four times over. They have to do that maths themselves. Not you.
What to do when they raise price anyway
Do not drop straight away. Understand why first. "I understand the investment is a consideration. Can you tell me what you would see as a reasonable figure?" Listen to the answer. The gap is often smaller than you expect.
If the gap is large, price is not the real problem. It is trust. Or urgency. Or another objection dressed up as a price objection. Dig: "If price were not an issue, would you want to start?" If the answer is yes, you can work on price. If the answer is "well, I am not sure," you have a different problem.
The power of walking away
Sometimes the best sales technique is not to sell. "I understand this does not fit your budget right now. No problem. If something changes down the line, you know where to find me." No pressure. No trick. Just honest.
That gives your prospect confidence. And confidence is the basis of every deal.