A short coaching monologue advising sales teams not to reflexively lower prices when customers object. The speaker emphasizes training reps on exact language to handle price objections, protecting profit and cash flow, using planned discounts only when affordable, and selling service value rather than competing on price.
You've got to make sure that your team knows what to say and when to say it. They know exactly what to say when that customer says your price is so much more than everybody else's, right? It's a scary thing for people to hear if they don't know what to say and what happens is they panic, they drop their price and then it's a race to the bottom, right? Then they wonder why, oh we're doing all this work, we're booking all these jobs but we're broke, there's no profit, right? The cash flow isn't there. There's certain move cost anal that go into a proper sales process to understand where you need to be price wise, where and when you could afford a discount and then what to say so that you don't have to just drop the price. You sell your service, not your price. That's all based on just knowing what to say, right? Not being pushy.
