Negotiating with customers is never easy. To negotiate effectively, it is paramount to have the full picture of the value you deliver and the cost you incur serving your customers. Customers want it all, especially if they they can get away with not having to pay for it. It is your responsibility to get customers to pay for the value you deliver. To do it, you need to have flexible offers that allow you to adjust value up or down based on your customer needs and willingness to pay. You must be able to offer your customers value trade-offs when they request a lower price or when you are seeking to drive a price increase.
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