How to not lose on price
Don't lose at the one-yard line
Losing deals because of pricing always feels painful because it seems like such an easy fix compared to structural things like feature gaps or timing issues.
You’ll know if you are losing on price when one or both of the following are true:
One of your top two closed lost reasons is “price too high”. If buyers are telling you directly that your pricing is too high, your pricing is too high.
Your top closed lost reason at your proposal stage is “customer stopped responding”. If buyers are ghosting you after seeing a proposal its because they either shared the proposal with their boss and got shot down or they were too scared to share it at all.
The good news about losing on price is that it means you have a solution that buyers need. You just need to help them justify it to their boss. The 4 steps to solving this are: