3. Show them that you'd like to help them out, but you can't because you can't lower your price for one customer without lowering your price for everybody.

Tip Number Six: When to negotiate your price.

Obviously, there are exceptions. You want to leave yourself the option of negotiating a lower price if it is in your best interest to do so. The operative principle here is called "saving face." In other words, you will lower your price only if you can save face, i.e., maintain the integrity of your basic pricing structure. So you tell your customer, "I accept a lower price only under the following circumstances ..."

What are those circumstances?

You might consider offering a discount if the customer will buy more than one, or if the merchandise is flawed. I recently gave a keynote speech at a reduced fee for a client who had already booked six seminars. My face-saver: the multiple bookings. (As a result of the interest generated by the keynote, the client booked another ten seminars.)

Tip Number Nine: How to deal with three typical buyer tactics.

1. The Flinch: The buyer says, "Your price is what!" and they start choking. Your response: Silence. They just wanted to see if they could get a reaction out of you. Don't react. It's a test. Be persistent. Repeat your price and justify it as in Tip Number Five.

2. The Squeeze: The buyer tells you, "You have to do better!" or "I can get it for less." Your response:

  a. Sell your unique qualifications. Take the focus off of the price.Get them to agree that yours is the one they want, and that the price is only a technicality. If they really want yours, they will find a way to pay for it. Remember my story of the competitor who offered to speak for nothing. Just because the buyer has a potential vendor with a lower price doesn't mean that they want that vendor.

  b. Tie a string. Offer to reduce your price only in return for additional volume, or a commitment to purchase other items at full price.

3. The Sob Story: The cry, "All I have in my budget is..." or "All we can afford is..." Your response:

  a. Don't budge. Call their bluff. They may be testing to see how firm your price is.

  b. Ask, "Are there any other budgets you can draw from?" Their budget for your product or service may not be the only one available to them.

Tip Number Ten: Leave the customer feeling satisfied.

Whatever you do, remember that your objective is to create a satisfied customer. How to satisfy your customers without lowering your price:

1. Be a good listener. Allow them to get their gripes about your price off their chest. They will thank you for being patient with them.

2. Help them to accept your fee by providing reasonable justification.

3. Sell your unique strengths. Believe in yourself.

The major obstacle that prevents salespeople from receiving the price they want is the fear of rejection. One way of dealing with this fear is to lower your price. A better way is to overcome your fear by schooling yourself in assertive negotiation techniques. When you do it right, both you and your customer will feel a sense of satisfaction. Ultimately, your belief in yourself and your product or service will be your best weapon. Your confidence will be rewarded.