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.

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 initiative. 

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