Stop Defending Your Price!
Most salespeople dread the thoughts of dealing with price objections. And yet, we often find our deals somewhere between “We’re not sure the timing is right” and “That’s more than we budgeted.”
But price objections don’t have to be your nemesis. They can be a springboard for better conversations if you know how to handle them like a pro.
Negotiating can be a stumbling block for sellers—especially around price. It's time to shift the mindset! Mastering assertiveness, using the pull-push-pull framework, and kicking the habit of defending your pricing are non-negotiables to close like a pro.
Let’s break it down so you can negotiate smarter and faster, without dropping your price.
💡 Assertiveness: The Secret Sauce to Confident Selling
Here’s the deal—assertiveness gets deals done. But when you cross the line into aggression? That’s when you burn bridges.
Assertiveness = positive tension. You’re nudging the buyer to think differently and act decisively.
Aggressiveness = pushing your own agenda. It creates resistance and distrust.
🎯 Pro Tip: Assertive sellers don’t chase. They lead.
Common barriers to being assertive:
- Fear of losing the deal (Newsflash: it was probably already lost)
- Lack of confidence (That’s what practice is for)
- Hesitation (Speed kills…or in this case, slows you down)
Your tone, delivery, and body language are your secret weapons here. Say something direct in a calm, friendly tone, and you’re golden. Say it with tension or sarcasm? You’re toast.
💡 The Pull-Push-Pull Framework: Your New Favorite Tool
If you only remember one thing from this article, make it this: The Pull-Push-Pull framework is your golden ticket for objection handling.
Here’s how it works:
1. Pull (Disarm with a Negative Reverse)
“Sounds like you’ve already decided we’re not the right fit.”
This builds tension without confrontation. It invites the buyer to re-engage or clarify their position.
2. Push (Present Alternatives or Stories)
“Some of our clients felt that way at first too… what helped them was breaking the ROI into 30/60/90-day wins.”
- Share a third-party success story.
- Push the process, not your opinion.
3. Pull Again (Takeaway with Grace)
“My guess is that even with that framework, it may not move the needle for you?”
- Test the waters again.
- This makes the prospect lean back in if they’re truly interested.
Why it works: It slows the conversation down and gives the buyer options, not ultimatums.
💡 Handling Price Objections Like a Pro
Let’s make something very clear: Do. Not. Defend. Your. Pricing.
Defending pricing puts you in a corner. Instead…
- Suggest a process to evaluate value
- Use third-party success stories
- Reframe the objection through the lens of business outcomes
- Ask questions that bring the buyer back into the conversation
🎯 Example:
“Some clients initially hesitated too, but once they walked through our 90-day implementation ROI, it became a no-brainer.”
Set the tone early—don’t wait until they say, “This seems expensive.” If you’re addressing value up front, that objection rarely shows up later.
💡 Practice What You Pitch: Role-Playing Works
Every sales team says they’ll role-play. Few actually do.
In our training, breakout groups practiced using the pull-push-pull model—and guess what?
Feedback was clear: It felt natural, less pushy, and gave buyers room to stay engaged without feeling steamrolled.
Key practice tips:
- Slow your pace
- Be deliberate with word choice
- Leave room for silence (It’s powerful)
💡 Your Negotiation Playbook
Here’s a quick cheat sheet to plug into your next sales call.
🎯 Negotiation Playbook: Pull-Push-Pull in Action
Step | What to Do | Example |
Initial Pull | Disarm with a negative reverse | “Sounds like you're leaning away from moving forward.” |
Push | Offer a next step using a 3rd-party story | “One of our clients had similar concerns. They used a trial phase to validate ROI before fully committing.” |
Final Pull | Test commitment again with a takeaway | “Maybe even with that option, this still doesn’t feel like the right time?” |
💡 Assertiveness Self-Check Before Every Call
✅ Am I calm and clear?
✅ Am I guiding the process, not reacting to it?
✅ Am I asking or telling? (Hint: ask more)
✅ Am I okay walking away if it’s not a fit?
💡 Final Thought: Don't Just Close Deals. Lead Them.
If you’re in sales, you're not just selling. You’re negotiating, influencing, leading conversations. Your confidence, tone, and timing are the difference between a “Let me think about it” and a signed contract.
Use the pull-push-pull framework. Be assertive, not aggressive. And for the love of quota—stop explaining your price like you're on trial.
“Eric is the Best! I have been in the financial services business for 10 years now and spent the last 2 years working directly with Eric on my sales process. Prior to working with Eric I had reached a certain level of success in sales that I was proud to have but felt like I needed some assistance in taking it to the next level. The 2 most important things that Eric taught me was how to define and implement an organized sales process and quit wasting time with people who aren't qualified to buy from me. Being a very optimistic person prior to Eric's training I always wondered why someone wasn't buying from me which led to frustration and hope that someday they would come around. Since then, I've been able to ask questions early on in the sales process to know if I should continue pursuing the opportunity or not. The result of that was decreasing the time spent in my sales process closing deals and an increase in money in my pocket. I would highly recommend setting up a time to speak with Eric about how he can assist you or your sales team if you are the manager in charge. You won't regret it!”
