The better a salesperson understands his/her customer's business, the better able the salesperson is to help the customer improve their business.  Improving a customer's business rarely has "price" as the leading topic of interest.  Price never plays a factor in something that a buyer doesn't want or doesn't understand.

Yet, with the pressure to deliver quarterly revenue targets, many sales mangers and performers grab the price lever, believing that price is the fastest way to accelerate a sale to close.   Let's examine a simple approach to getting invited to the short list party... one that doesn't include pricing/discounting.