Are You Losing Deals Over Price or Are You Missing the Real Driver?

Hey, it’s David!

Business owners often assume that when a deal falls apart, it’s because of price. "They must have found someone cheaper," they think. But in reality, the reason many buyers walk away isn’t price, it’s uncertainty about value.

The challenge?

Many sellers never take the time to truly uncover whether their buyer is driven by price or value, and they fail to frame the deal in a way that aligns with what the buyer actually needs.

Is Your Buyer Making a Financial or an Emotional Decision?

Every buyer comes to the table with financial considerations, but their decision-making process is rarely just about numbers.

They might be looking for the lowest price, or they might be looking for confidence, expertise, or assurance that they’re making the right call. Which means… if you don’t know which one is driving their decision, you’re negotiating blind.

How to Probe for the Real Buying Motive

Before talking numbers, ask your buyer:

• “What’s most important to you in this decision?”

• “Beyond price, what factors will help you determine the best fit?”

• “What concerns do you have about making this investment (or conversely, this sale)?”

• “What has frustrated you in past business decisions like this?”

• “What risks do you see in moving forward and how can we help address them?”

Their answers will tell you everything.

Guide the Buyer Toward the Right Outcome

Once you know what matters most, structure your approach accordingly:

• If they’re price-sensitive, quantify cost savings, efficiencies, and financial benefits.

• If they’re value-driven, highlight expertise, differentiation, and why a lower price could be a higher risk.

A deal doesn’t close because the number is right, it closes because the buyer believes they’re making the right choice.

The best dealmakers aren’t just offering a price, they’re leading their buyer toward clarity and confidence in their decision.

The Bottom Line

Before you try to "close the deal," make sure you understand what’s really driving the buyer. Are they choosing based on cost, or are they looking for value? Once you answer that, you’re no longer selling you’re leading them to the decision that’s actually best for them. And that’s what gets deals done.

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Thank you!

David