Buch, Englisch, 256 Seiten
The Sales Leader's Framework for Closing Deals Without Caving on Price
Buch, Englisch, 256 Seiten
ISBN: 978-1-394-45428-0
Verlag: John Wiley & Sons Inc
Stop losing margin to unnecessary discounts with a structured pricing defense framework
In Priced to Win: The Sales Leader's Framework for Closing Deals Without Caving on Price, Victor Antonio, a globally recognized sales authority and former President of Global Sales and Marketing, reveals why discounting is a behavioral reflex rather than a pricing strategy. Drawing on behavioral science and negotiation psychology, Antonio provides a structured approach for responding to price pressure with confidence instead of concessions.
At the core of the book is the proprietary 4Q Framework—Gain, Retain, Grow, Re-engage—which reframes discount requests through the lens of relationship stage and strategic context. Readers gain eight psychologically grounded countermeasures to price pressure, real-world scripts, decision frameworks, and a leadership blueprint for building a no-discount culture from the ground up.
Readers will also discover:
- Why most price pressure stems from psychological discomfort and misaligned incentives rather than genuine market forces
- How to diagnose buyer uncertainty and respond with the appropriate countermeasure for each specific relationship stage
- Real-world scripts and structured decision frameworks designed for immediate deployment during high-stakes live sales conversations
- A leadership blueprint for embedding margin protection into sales team culture, training, and compensation structures
- Strategies for defending price in environments increasingly shaped by digital procurement tools and AI-driven buyer research
Written for both B2B and B2C sales professionals, small and midsize business owners, revenue leaders, CROs, sales managers, and CEOs concerned about margin erosion, Priced to Win delivers a ready-to-deploy operating system for protecting profitability without sacrificing deal volume or buyer relationships.
Fachgebiete
Weitere Infos & Material
Introduction
Part 1: Why Discounting is the Wrong Reflex
Chapter 1: The Real Cost of Discounting
Chapter 2: Why Buyers Ask for Discounts
Chapter 3: The Discounting Trap
Part 2: The Framework that Changes Everything
Chapter 4: The 4Q Framework
Chapter 5: Q1: Gaining the Right Clients
Chapter 6: Q2: Retaining Clients Without Concessions
Chapter 7: Q3: Growing the Relationship
Chapter 8: Q4: Re-engaging Without Discounting
Part 3: What To Do Instead of Discounting
Chapter 9: Nine Behavioral Hacks
Chapter 10: Eight Discount Countermeasures
Chapter 11: Countermeasures In The 4Q Framework
Part 4: Building Discipline Into the Building
Chapter 12: Why Culture Matters
Chapter 13: Building A No Discount Culture
Chapter 14: No Discount Operating System (NDOS)
Chapter 15: Proof Over Price
Afterword
Appendix: The 10 Discounting Traps Companies Fall Into About Victor Antonio
About the Author
Index
