Aug 24, 2026 · 15 min · 7 segments
Society has trained people to negotiate on price whenever and wherever they can. Explore why customers keep pushing for discounts and how your own beliefs might impact the price you secure. Listen as…
If you don't believe in your own price, why would you ever expect your customers to believe in your price? I say this, far too many discounts are given because of the false beliefs of the salesperson than are given based on the demands of the customer, and I believe that 100%.
I've had a chance to sell all over the world in some brutally price-orientative markets, in Asia, throughout many parts, many third world countries where haggling on price is a given.
But let me tell you something, customers are gonna ask for a lower price, they're gonna demand a lower price because they can get away with it.
Whether it be a used car or a new car, y- you've probably have haggled over the price.
Why? Because that's what we're just supposed to do, right? Now, you don't walk into a restaurant, sit down for a meal, and begin haggling over the price.
Oh, you know what? I have in some third world countries, but that's not the norm in developed nations.
I'll never forget the, the negotiating class that I'm doing, and I probably have shared this story before, but the VP of procurement comes up to me and says, "Man, I gotta share with you this.
I tell all of my buyers, all of my procurement people, that if the customer can't ...
That if the salesperson, um, can't deliver the price, whether it be online or in person, whatever, with straight, uh, body language, solid voice, and eye contact, you know there's a discount to be had," because they don't believe in the price.
Many times I have seen this time and time again that, that buyers are just automatically told to reject the price, just flat out reject the price and see what the salesperson does.
You see, and it comes back to that the salesperson who doesn't believe in the value that they're going to offer.
You see, why don't they believe in the value? Because they're believing in the product and not the benefit.
One of the reasons that I talk so much about creating value for the customer is it's not only for the customer to create the value, but for you the salesperson to understand the value.
If you don't believe in your own price, why would you ever expect your customers to believe in your price? I say this, far too many discounts are given because of the false beliefs of the salesperson than are given based on the demands of the customer, and I believe that 100%.
I've had a chance to sell all over the world in some brutally price-orientative markets, in Asia, throughout many parts, many third world countries where haggling on price is a given.
But let me tell you something, customers are gonna ask for a lower price, they're gonna demand a lower price because they can get away with it.
Whether it be a used car or a new car, y- you've probably have haggled over the price.
Why? Because that's what we're just supposed to do, right? Now, you don't walk into a restaurant, sit down for a meal, and begin haggling over the price.
Oh, you know what? I have in some third world countries, but that's not the norm in developed nations.
I'll never forget the, the negotiating class that I'm doing, and I probably have shared this story before, but the VP of procurement comes up to me and says, "Man, I gotta share with you this.
I tell all of my buyers, all of my procurement people, that if the customer can't ...
That if the salesperson, um, can't deliver the price, whether it be online or in person, whatever, with straight, uh, body language, solid voice, and eye contact, you know there's a discount to be had," because they don't believe in the price.
Many times I have seen this time and time again that, that buyers are just automatically told to reject the price, just flat out reject the price and see what the salesperson does.
You see, and it comes back to that the salesperson who doesn't believe in the value that they're going to offer.
You see, why don't they believe in the value? Because they're believing in the product and not the benefit.
One of the reasons that I talk so much about creating value for the customer is it's not only for the customer to create the value, but for you the salesperson to understand the value.
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