This video outlines how to deal with B2B customers who demand better pricing. It outlines how a customer's concern about pricing is really just a concern about costs.

If you can move the conversation away from the price of your product and how your product can help the customer lower costs, then you're that much closer to a sale.

Customers use the term "Your price is too high" to gain control of their buying decision. It's a statement that immediately puts a salesperson on the defensive because it implies that if the price is lowered, then the customer will order. In reality, there is no guarantee that the customer will order if you lower your price.

Think about when you go to purchase something. Think about how you want to be the one to make the final purchase decision. The best salespeople subtly take control of your buying decision by guiding you towards a decision to purchase something you may or may not want.

When faced with this situation, you immediately remind yourself that you're in charge. As such, some customers use "Your price is too high!" as a means of exerting control over the situation. It’s their way to push the salesperson back a bit.

When a customer states your pricing is high, you need to make them agree that their concern about price is really a concern about costs. When they do agree that your higher price could increase their costs, then you come through with a statement about how your product will actually lower their costs. This can be done through cost-per-use benefits, longevity benefits, quality benefits and a number of other strategies that are discussed in this video.