Most salespeople don’t lose because of their customers. They lose because of what happens inside their own head. The moment they say price increase, their pulse jumps. Even before the customer reacts, a voice whispers: “What if I lose this account?” And that’s where the trouble starts.

When hesitation speaks louder than logic

In price discussions, your mindset beats your argument. A salesperson says softly, “Unfortunately, we have to adjust our prices.” The customer frowns, leans back, and replies, “That doesn’t work for me.”
And just like that, the seller starts explaining, defending, apologizing. The authority is gone. Not because of the price change, but because of the tone.

A price increase isn’t a crime. It’s part of running a healthy business.
Trying to hold prices steady while wages, energy, and materials rise is like driving with the handbrake on - you’ll burn out before you move forward.

Explain, don’t defend

Customers aren’t naive. They understand that costs rise. What they don’t accept is uncertainty. The moment a salesperson hesitates, trust fades.
That’s why you shouldn’t defend a price adjustment. You should explain it — calmly and clearly.

For example: “To maintain the quality you’re used to, this price adjustment is necessary.”
That sentence shows confidence. And confidence builds trust.

Negotiation is not combat — it’s trust work

Many salespeople fear they’ll lose a customer when they raise prices.
But in reality, they lose them when they shrink. Customers test limits; it’s their job. But they respect clear boundaries.

I call it the knee reflex: the instant a buyer objects, the seller folds.
Professional selling means staying upright, breathing, explaining. Not begging. Not backing down. Just standing firm and showing why the price makes sense.

The mental game comes first

Strong price communication starts in your head. Buyers can tell if you’re genuinely convinced or just acting. So prepare yourself:
• Know your arguments — short, logical, confident.
• Don’t fear silence — it usually means reflection, not rejection.
• Practice your opening line — it sets the tone for everything that follows.

Salespeople who see price increases as a normal part of business speak with more ease. They come across balanced, professional, and credible. That’s what earns respect.

In B2B, composure beats aggression

Professional buyers have seen it all. They know every discount trick. But they respect salespeople who stand their ground.
A well-reasoned price increase says: this company is solid, reliable, and serious about value. That’s worth more than a quick discount.

Price pride is professionalism

Raising prices isn’t risky when it’s done with integrity. It shows that a business thinks long-term and that the salesperson understands their worth.
Speak calmly. Be factual. Show conviction.

Because customers don’t buy from the cheapest supplier — they buy from the one who believes in their own value.

In the end, it’s not the customer who decides whether your price increase works. It’s you — by the way you carry yourself when you announce it.

By Oliver Schumacher

Keywords: Sales

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