--- title: Build Your Selling Backbone description: Confidence in b2b sales negotiations requires confidence in pricing. Confidence in pricing comes from knowing the value of your products and services to your customer. Backbone comes from knowing the tactics your customers use to get discounts and how to counter them. image: https://blog.holdenadvisors.com/hubfs/holden-10-celebration-1.png --- [![Holden Advisors](https://blog.holdenadvisors.com/hubfs/Holdenadvisors_November2018%20Theme/Images/logo.jpg)](https://www.holdenadvisors.com/) - About - [Overview](https://www.holdenadvisors.com/about/overview/) - [Core Values](https://www.holdenadvisors.com/about/core-values/) - [Leadership](https://www.holdenadvisors.com/about/leadership/) - [Partners](https://www.holdenadvisors.com/about/partners/) - [Careers](https://www.holdenadvisors.com/about/careers/) - [Solutions](https://www.holdenadvisors.com/about/overview/#) - [Sales](https://www.holdenadvisors.com/about/overview/#) - [Overview](https://go.holdenadvisors.com/solutions/sales/improve-sales-performance) - [Negotiating With Backbone](https://www.holdenadvisors.com/solutions/sales/negotiating-with-backbone/) - [Selling With Backbone](https://www.holdenadvisors.com/solutions/sales/selling-with-backbone/) - 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[Reed’s Bookshelf](https://www.holdenadvisors.com/bookshelf) - [Contact](https://www.holdenadvisors.com/contact-us/) # Holden Advisors Blog # Build Your Selling Backbone Posted by [Travis Umpleby](https://blog.holdenadvisors.com/author/travis-umpleby) on Mar 22, 2018 5:50:00 AM ![Travis Umpleby](https://blog.holdenadvisors.com/hubfs/HoldenHS%20(10%20of%2012).jpg) Find me on: [LinkedIn](https://www.linkedin.com/in/tumpleby-holdenadvisors/) - [Tweet](https://twitter.com/share) Celebrating 10 Years of Pricing with Confidence (video 9 of 11) Travis Umpleby explains Rule Eight: Build Your Selling Backbone: Teach Your Sales Force and Managers to Negotiate with Value.![Pricingconfidencebookcover](https://blog.holdenadvisors.com/hs-fs/hubfs/social-suggested-images/Pricingconfidencebookcover.jpg?width=111&height=170&name=Pricingconfidencebookcover.jpg) Confidence in negotiation requires confidence in pricing. Confidence in pricing comes from knowing the value of your products and services to your customer. Importantly, confidence also grows the more you understand your customer's business. Backbone is different from confidence. Backbone comes from knowing the tricks your customers use to get you to drop price and how to counter them.  For more on how you can develop Backbone in your team, download more information on our[Negotiating with Backbone](https://www.holdenadvisors.com/sales-effectiveness/backbone-basics-digital-learning-workshop/) initiative.  ![9780134268415_p0_v2_s192x300-e1493740393200](https://blog.holdenadvisors.com/hs-fs/hubfs/Imported_Blog_Media/9780134268415_p0_v2_s192x300-e1493740393200.jpg?width=125&height=184&name=9780134268415_p0_v2_s192x300-e1493740393200.jpg) [![Download Now](https://no-cache.hubspot.com/cta/default/2542915/c6a2e975-ac88-49a2-8ad6-4f51a2ae194a.png)](https://cta-redirect.hubspot.com/cta/redirect/2542915/c6a2e975-ac88-49a2-8ad6-4f51a2ae194a) \*Download an Improving Practice Plan so you can follow along with all Pricing with Confidence videos and plan how to drive profitable changes in your organization: [![Download Improvement Plan](https://no-cache.hubspot.com/cta/default/2542915/254b52fd-84e0-445a-993a-6260481824ef.png)](https://cta-redirect.hubspot.com/cta/redirect/2542915/254b52fd-84e0-445a-993a-6260481824ef)     Topics: [Negotiating with Backbone](https://blog.holdenadvisors.com/tag/negotiating-with-backbone), [Pricing with Confidence](https://blog.holdenadvisors.com/tag/pricing-with-confidence), [Celebrating 10 Years of Pricing with Confidence](https://blog.holdenadvisors.com/tag/celebrating-10-years-of-pricing-with-confidence) ### **Search the Holden Advisors Blog:** This is a search field with an auto-suggest feature attached. - 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