If your prospects are constantly asking for discounts—or worse, choosing a cheaper competitor—it’s not just a pricing problem. It’s a value problem.
Here’s the hard truth: If buyers don’t see enough value, price becomes the deciding factor.
But when you sell real value, price takes a back seat.
Let’s talk about how to stop being seen as a commodity and start being viewed as a trusted advisor—using proven Sandler techniques.
Why Price Becomes the Objection
Most salespeople think objections to price are about budgets or affordability. But often, the real reason is this:
The buyer doesn’t believe the solution is worth the investment.
That happens when:
The pain wasn’t deep enough.
The solution wasn’t clearly tied to that pain.
The buyer never emotionally connected to the cost of doing nothing.
In other words: the salesperson pitched too soon, too surface-level, or too generically.
Sell Value by Finding the Pain First
Value isn’t defined by features or benefits. It’s defined by the problem your buyer wants to solve—and how painful that problem really is.
At Sandler, we teach salespeople to lead with pain, not product. Why?
Because people don’t buy when they understand your solution—they buy when they feel understood.
Instead of showing how great your product is, start by asking questions like:
“What prompted you to take this meeting?”
“How is this issue affecting your team?”
“What happens if this problem goes unresolved for the next 6–12 months?”
These open-ended, emotional questions get to the heart of what your buyer actually values.
Tie the Investment to What They’re Losing Without You
Once you’ve uncovered the pain, connect it to real costs. Ask:
“What do you think this problem is costing the business today?”
“How much time is being wasted?”
“What would solving this be worth to you?”
If your product costs $10K, but they’re losing $50K a year due to the problem—you’ve just made a compelling value case.
Now you’re not “expensive”—you’re strategic.
Avoid the Discount Trap with Budget Conversations Early
One of the biggest reasons sellers get stuck in pricing wars is they avoid talking about money until the end.
At Sandler, we believe in talking budget early. For example:
“Assuming we found a solution that solved this, are you in a position to invest in fixing it?”
This softens the topic and reveals any red flags before you invest time building a custom proposal for someone who was never going to buy.
Present Only After You’ve Earned the Right
Don’t rush to pitch. Instead, earn the right to present by:
Establishing clear pain
Confirming budget
Understanding their decision-making process
When you finally present, you’re not guessing what matters. You’re connecting your solution directly to what the buyer told you is most important.
That’s how value gets built—and price becomes a detail, not a dealbreaker.
The Bottom Line: Price Is Only an Issue in the Absence of Value
If you're constantly being asked to lower your price, the solution isn't a better pitch—it's a better process.
By leading with pain, qualifying thoroughly, and tying your offer to real business costs, you shift the conversation from "how much does it cost?" to "how soon can we start?"
Want to Stop Selling on Price?
Join our upcoming Kickoff to Sales Bootcamp or schedule a free 30-minute strategy session. We’ll show you how to reframe your sales conversations to uncover more value, avoid discount pressure, and close more high-quality deals.
