REALITY: People that want to negotiate your price are in reality negotiating your profit. Any time the word “negotiate” appears in a sales situation, it means both your price AND your profit are going down.
RETHINK NEGOTIATION: Where’s “value negotiation?” Where’s “customer profitability negotiation?” Where’s “customer productivity negotiation?” Where’s “customer improved morale negotiation?” Uh, they’re nowhere. That’s because negotiations in sales have “lower price and loss of profit to the seller” at their core.