Instead of focusing only on positive gains, highlight the potential risks and negative consequences of not buying. Customers are highly motivated to avoid loss and will often pay a premium to mitigate risk, much like they purchase insurance for peace of mind, not for a direct cost saving.
Engaging with procurement early commoditizes your solution and centers the conversation on price. Instead, sell value to the actual users and decision-makers first. By the time procurement is involved, the decision and price should already be negotiated, leaving them only to process the final transaction.
Never present a price in a vacuum. Just before revealing the investment amount, explicitly summarize the customer's key challenges and pains. Gaining their agreement on the severity of the problem anchors the price to the value of the solution, making the cost seem more reasonable in comparison.
Salespeople often project their own ROI calculations onto prospects. Instead, they must ask customers how they measure the effectiveness of past investments. This uncovers what truly matters to them, whether it's net profit, gross revenue, time saved, or even peace of mind.
Don't wait for customers to ask about your value. Assume they view you and your competitors as commodities. It's your job to proactively explain why you're different and what additional value they receive for your price, effectively telling 'the rest of the story' beyond the basic product features.
If you consistently lose on price, you likely don't understand your own unique value. Interview your current customers to find out why they *really* buy from you. You may discover hidden differentiators—like personalized support or company stability—that you can then explicitly work into future sales conversations.