We’ve all encountered price wars against the lowest bidder, but today we’re going to talk about how you can stand your ground, protect your margins, and earn the price that you’re worth and how that will help you grow your business.   Chris Perry works with Market Sense, a Sandler Training franchise, that helps business attrackt, assess, hire, and on-board world class sales people.   Great ideas   There are lots of great ideas in the world. Many businesses have built things that they are excited about and proud of, and eventually others notice that they are making a lot of money doing it. So they jump into the game.   Suddenly options exist where they didn’t before, and consumers, whether they are B2B or B2C, don’t know how to differentiate between them. Many of them fall back to the cheapest option.   If we fall into that trap, the buying process becomes all about price, and we’re forced to trade dollars for deals. We must cut our prices, and that’s a slippery slope. It’s also a great way to go out of business.   Consumers will treat you like a commodity if you allow them to.   Money mindset   Attitude makes a big difference in this scenario, because the salesperson’s mindset plays a huge part in price. Human beings are trained to seek deals and discounts. Chris’ company runs a lot of assessments on salespeople and they’ve discovered a lot of what they call money tolerance issues.   We all grow up with different relationships to money, with some of us believing it’s rude to talk about it. Others are taught to pinch every penny, while still others believe there is always more money available. Whether it’s conscious or not, we have a bunch of recordings playing in our heads. Those recordings impact our money conversations.   If, for example, a seller grows up believing it’s rude to discuss money, he’ll be less comfortable talking about it. He’ll likely wait until the last possible moment to address cost, because he assumes the prospects are uncomfortable talking about it, too. Waiting until the presentation to discuss price can be a recipe for disaster for sellers.   Sellers who believe that $500 is a huge purchasing decision, but who are selling $50,000 solutions, will be nervous about the price discussion. They’ll sweat a little extra, and the prospects will see that anxiety and they’ll assume the seller doesn’t believe in the product. They might also perceive that there’s room to negotiate price.   Recognizing value   The key is to change the way you perceive your value so you don’t undersell yourself or your product. If you do, you’ve already lost before you even get started. You must believe in yourself and your product.   The truth is that it’s hard to change someone’s mindset. People won’t generally understand their worth simply by listening to a podcast, no matter how good it is. Chris recommends that you begin by acknowledging your mindset. Figure out which relationship you have with money and then leave it in the car.   When you go on a sales call, your relationship with money shouldn’t matter. Focus instead on the prospect and figure out her relationship with money. That’s the conversation that matters.   Behaviors   There are many aspects to behavior: having a goal, developing a plan to accomplish the goal, and establishing activities that get you to those goals. But with regard to budget discussions, we must be more consistent in knowing when and where to discuss pricing.   We’re typically mentioning it too early, before we’ve helped the prospects understand the value, or too late, when they’ve already got some idea of what they should be paying. Many sellers are winging this aspect of their sales process.   Have a plan. Develop milestones for your sales process. Have an idea of things you have to check off before you move to the next step. If you could establish just a bit of organization, if you could figure out the key steps in your sales process, you could map it out and figure out where the budget discussion