Picture this:
You’re riding high on stable pricing. Your margins look healthy. Then, overnight, a tariff goes into effect, jacking your costs by 15% or more.
Suddenly:
Buyers are demanding discounts.
Finance is breathing down your neck.
Competitors start slashing prices.
It’s chaos. And if you’re like many sales leaders, you’re stuck between protecting margins and keeping deals alive.
But here's the reality: tariffs don’t just raise costs. They test whether you know how to sell value, or if you’ve just been selling price all along.
So, how do you sell through tariff turbulence without torching your margins?
Let’s break it down.
Why Tariffs Trigger Panic—and How to Avoid It
Tariffs feel unfair because they’re external, sudden, and completely outside your control.
This is an emotional tax as much as a financial one.
A buyer’s first instinct under pressure is to squeeze the seller. They think: ‘You absorb the hit so I don’t have to.’”
But here’s the truth:
Tariffs are your chance to step up as a trusted advisor.
They give you a reason to have strategic conversations.
They separate sellers who discount from sellers who guide buyers through uncertainty.
They reveal which prospects truly value your expertise.
Let’s explore how to do it.
1. Lead with Transparency—Not Apologies
When costs go up, many sellers go on defense. They:
Hide price increases as long as possible.
Apologize profusely when forced to reveal them.
Sound guilty discussing tariffs.
This erodes trust.
Carlos coaches sellers to flip the script:
“Don’t apologize for external forces. Lead your buyer through them.”
Instead, be transparent and confident:
“You’ve probably seen the news about new tariffs. They’re impacting costs across the industry. Let’s look together at how we can protect your goals without sacrificing quality.”
You’re not the victim. You’re the guide.
2. Shift from Price to Impact
Buyers want discounts because they’re focused on price. Your job is to shift the conversation to impact.
Tariffs raise costs, but they don’t erase the problem the buyer is trying to solve.
Instead of discounting:
Revisit the buyer’s pain points.
Quantify the cost of not solving the problem.
Compare that to the tariff’s impact.
Example:
“Yes, the tariff added 12% to our costs. But delaying this project costs you $150,000 a quarter in production inefficiency. Let’s keep momentum so those savings stay on track.”
Value conversations win where price alone fails.
3. Use Qualification Filters—Harder Than Ever
When costs spike, every minute spent on the wrong deal is money lost.
Your qualification standards must tighten under tariff pressure.
When budgets get squeezed, marginal buyers disappear. Good. Let them go. Tariffs help you find who’s serious.
Questions to qualify buyers under tariff pressure:
“How critical is this solution for you this quarter?”
“What would the cost of delay look like?”
“How have recent tariff changes impacted your budget planning?”
“Are you open to finding other ways to preserve value besides lowering price?”
Buyers unwilling to have those conversations are buyers you should politely disqualify.
4. Make Strategic—Not Desperate—Concessions
Sometimes you will need to adjust. But avoid across-the-board discounts.
Instead:
Offer phased implementation to spread costs.
Bundle services to create value.
Explore creative financing or extended terms.
Swap out lower-margin products for higher-margin ones.
The key: Make concessions only in exchange for commitment.
Carlos coaches sellers:
“Never give a concession without getting something back—like a faster decision, a multi-year deal, or broader product adoption.”
Tariffs may force flexibility, but you control the terms.
5. Anchor Your Value in Certainty
During tariff volatility, buyers crave certainty.
Position your brand as:
The most knowledgeable about market shifts.
The partner who brings proactive solutions.
The steady hand in choppy waters.
Carlos puts it bluntly:
“When buyers panic, they want someone who’s calm, informed, and in control. Be that person. It’s worth margin all by itself.”
Turn Tariff Turbulence Into Trust—and Profit
Tariffs won’t be the last curveball thrown at your margins. But each challenge is an opportunity to sharpen your team’s skills and deepen your relationships with clients who value guidance over discounts.
If you’re ready to build a sales strategy that holds firm—even when tariffs hit—Performance Edge can help.
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