🤩 Today’s SPIN® Behaviour Challenge

You spent three months proving your value. Then you discounted it away in three minutes.

The client said: “We need a better price.”

And you folded.

Not because the value wasn’t there. Because you didn’t believe in it enough to defend it.

The Discount Paradox

Here’s what nobody says out loud: The moment you discount, you don’t just lose margin.

You destroy the value case you spent months building.

Because the client’s immediate conclusion isn’t: “Great — we got a deal.”

It’s: “So it wasn’t worth that much to begin with.”

Huthwaite’s negotiation research is unambiguous: conceding on price without trading on variables signals that your original position was inflated. It breeds suspicion, not gratitude.

The discount that closes the deal also opens the next negotiation — at your new, lower floor.

The SPIN® connection: sellers who’ve built genuine explicit needs — where the client has named the value out loud in their own words — don’t need to discount. The client already owns the business case.

You only discount when the value wasn’t fully felt.

THE CHALLENGE:

Next time a client pushes on price, resist the reflex. Ask instead:

“Help me understand — is this about budget, or about confidence that the value is there?”

Two completely different problems. Two completely different responses.

One requires a negotiation. The other requires one more Need-Payoff question.

Defend the value you proved. Or admit you never really proved it.

Drop “VALUE” in the comments if you’re holding the line today 👇​​​​​​​​​​​​​​​​

Need inspiration — text “30 min” on my mobile +4526700356

All the best.

Anders 🤩

#Huthwaite #SPINselling #BuyingCycle #Mindset #Attitude #Discounts