Pricing negotiations are among the most difficult in business. If not framed in terms of value and differentiation they quickly become zero-sum games, in which what one side wins the other side loses. Poorly handled, they can even become negative-sum games, where both sides lose. How can you make sure your pricing negotiations are win-win negotiations?

A solid pricing strategy necessarily needs to be based on an understanding of your customer and their alternatives. There are a lot of tools that can be used to gather this information.