"1. Getting the buyer to agree to the financial impact of not buying.Trecho retirado de "3 Brilliant Ways to Win a Price Negotiation"
Every B2B offering promises to increase the customer's revenue, reduce the customer's expenses, or a combination of both.
The financial impact of not buying is the sum of the revenue increase and the expense decrease. The bigger that total, the more likely it is that the customer will buy and the more you can charge for your offering.
Therefore, before you start talking about price, identify all the ways your product will increase revenue and customer loyalty and reduce expenses. For example:
Ways your offering might increase your customer's revenue:
More customers for your customer (worth $x more per year)
Bigger purchases from your customer's customer (worth $x per year)
Greater customer loyalty (worth $x in referrals per year)
Ways your offering might reduce your customer's expenses:
Less inventory (worth $x in carried interest)
Lower shipping costs (worth $x per year)
Less customer attrition (worth $x in lost revenue)
Lower customer acquisition cost (worth $x per customer)
Less paperwork (worth $x in lower clerical costs)
Those are just some suggestions; the specific revenue boosts and cost reductions will of course be specific to your offering.
Important: Get the customer to agree that your estimates for all these metrics are reasonable. Once that's happened, your offering will probably seem like a bargain, regardless of what you're charging.
Very important: Frame the impact as an amount that's lost by not buying rather than something that's gained by buying. Customers (like everyone else) are far more motivated by avoiding pain (loss) than obtaining pleasure (gain)."