Pricing Negotiation Playbook

NEGOTIATION PREPARATION

Pre-Negotiation Checklist

NEGOTIATION PREP

KNOW YOUR NUMBERS:
Walk-away price: $_____
Target price: $_____
Opening price: $_____
Concessions available: _______________

KNOW THEIR POSITION:
Budget: $_____
Alternatives: _______________
Timeline pressure: High/Med/Low
Decision maker: _______________

VALUE JUSTIFICATION:
ROI proof: _______________
Reference customers: _______________
Competitive differentiation: _______________

NEGOTIATION RULES:
☐ Never discount first call
☐ Always get something back
☐ Quantify value before price
☐ Know when to walk away

Concession Strategy

If They Ask For	We Can Offer	In Exchange For
Lower price	5-10% discount	Multi-year + prepay
Better terms	Net 60	Longer commitment
Free services	Implementation	Case study rights
More users	Volume discount	Annual prepay

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VALUE DEFENSE

When They Ask for Discount

DISCOUNT DEFENSE SCRIPT

STEP 1 - UNDERSTAND:
"Help me understand - what's driving
the need for a discount?"
(Listen for real concern)

STEP 2 - REFRAME:
"I want to make sure we're looking at
total value, not just price. Based on
our ROI analysis, you're getting $X
for every $1 you invest."

STEP 3 - TRADE:
"I may be able to work with you on
price if we can [multi-year, prepay,
case study, reference]. Would that
work for you?"

STEP 4 - HOLD OR CONCEDE:
If strategic: Make the trade
If not: "This is our best offer.
The value justifies the investment."

NEVER SAY:
"I'll take that back to my manager"
(too easily exploited)

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