What do you say when a prospect or customer asks you for a discount? How do you respond to:

  • 'Your price is too high',
  • I need you to lower your price, my budget will not allow for this' 
  • 'Our objective is to cut our costs by 15%.You need to lower your price.'

No matter what you sell, whether it's products, services, coaching, commodities, high value solutions, technology, software, outsourcing services, you name it: price resistance is universal. 

Let me ask you another  question?


Is it: 5%...7%...10%... 15%?

If an average 1% price discount decreases operating profits by 8% - 11%,

HOW MUCH DO YOUR PRICE REDUCTIONS or discounts that your salespeople offer in a financial year COST YOU PERSONALLY, OR YOUR ORGANISATION IN BOTTOM LINE RESULTS?.....how much money are you voluntarily losing....how much money are you giving away from your own pocket because of senseless discounting.


This playbook is invaluable for anyone operating in the B2B space. If you are facing demanding customers, commoditization and price pressures, this book will give you effective countermeasures to leverage your value proposition and win every sale at full price. A real game changer! 

Andy G. - Managing Director - Hyperlocal Inc




Become an ultra-high-performing salesperson and a hero in your organization.

There are three building blocks of successful, value-based price negotiation: Value Proposition, Qualification & Information Gathering, and Smart Negotiating Skills. This book offers tools, strategies and techniques to leverage all three.

The Price Negotiation Playbook is a practical street-wise toolkit for anyone who wants to sell at higher prices, effectively respond to price objections, protect margins and close deals at full price. 

Over 70 pages of scripts, techniques and strategies to help you leverage and master:

Your Unique Value Proposition and Value Messaging including:

  • Your Unique Value Proposition Audit
  • Your USP Impact
  • Know What to Pitch to Whom
  • Your FBPQ Sales Proposition Template

Qualification and Information Gathering including: 

  • Opportunity Assessment
  • 19 x High Impact Situation Questions
  • 53 x Business Needs, Pain and Pain Chain Questions incl. Personal Objectives, Seriousness, Steps Taken, Ability, and Willingness Questions
  • 21 x Budget Discovery Questions
  • 30 x Decision Process and Criteria Questions
  • 8 x Competition Questions
  • 12 x Timeframe Questions
  • 28 x Conversational Solutioning Statements and Questions 
  • 45 x Next Steps and Conclusion/Commitment Questions
  • 69 x Connecting Questions and Softening Statements


Price Negotiation Techniques including:

  • The Flinch
  • Cherry Picking
  • Negotiation Countermeasures
  • Winning Price Negotiation with Multiple Equal Offers
  • Bracketing a Proposal
  • Bracketing for Budgets
  • Bracketing: The Triplicate of Choice
  • Trading Strategies and Bargaining Models
  • The Vice


 Strategies and Techniques for Crushing Price Objections including:

  • Eliminating and Handling Price Objections
  • Up-front Contracts Formulas
  • A 5-Step Strategy for Handling Any Objections
  • 17 x Discounting Countermeasures to The Hot Potato
  • 63 x Discounting Countermeasures to 'Your Price is Too High'
  • 30 x Discounting Countermeasures to 'I can get it cheaper from your competitor'
  • 2 x Discounting Countermeasures to Nibbling
  • 29 x Scripts for dealing with:
    • 'I want to think about it'
    • 'I need to talk to my boss'


If you’re facing price and commoditization pressures, you need skills, and simple yet effective processes and tools to shape and deliver compelling value messages and steer your sales conversations away from the price of your products to the value of your solutions. 

When people discount, they discount because they really don’t know how to sell the value of their products or services,  they do not know the right questions to ask to build value and they don't know how to counter price pressure and negotiation tactics.

Your profits are based on how well you and your team engage in price negotiations. Period. You can ignore this fact or you can read this e-book cover to cover and make sure you increase revenues and boost your bottom-line. 



Considered one of the leading authorities on business negotiation, Michael Zieba is the strategic advisor Sales Leaders, Chief Procurement Officers, Business Owners and C-Level Executives come to when they need help with market challenges that erode profitability. Michael is recognized as a leading expert on business negotiation skills development and has worked in 40 countries, with some of the largest blue-chip organizations that include but are not limited to NGA HR, Vodafone, Network Rail, GKN Driveline, DHL, Nycomed Holdings, Adidas, Masterfoods, TomTom, Qatar Foundation, Saudi Electricity Company, and many others alike.




Listen, there is no such thing as "easy money" or "get rich quick". In fact, if you believe that or are looking for some "overnight millions", our programs are not for you. We hate this approach to business growth. We believe in time-tested, proven negotiating methods combined with powerful teaching and lots of hard work. The examples you see on this site are some of the Clients who have taken what we teach and applied it in their own business. They are not promises of the results you will get. As stated by law, we cannot and do not make any claims or guarantees about your ability to make more sales or income with our programs or strategies. Simply put, we do not know you, your business model or your ability to implement our methods and follow through. Nothing on this page, any of our websites, or any of our content or curriculum is a promise or guarantee of specific results or future earnings. What we can promise is we are committed to delivering to you our marketing methods and programs with the highest level of excellence. As for the outcomes and the level of success you realize, it is completely up to you.

Copyrights 2022 - Michael Zieba - All Rights Reserved

Business Negotiation Academy Ltd - 32 Kinross Avenue, SL5 9EP, Ascot, United Kingdom - Email:[email protected]