Welcome to Leverage Persistence and Resilience to Overcome Challenges where you'll learn to overcome obstacles in the software sales process by upholding pricing with value, persisting through rejection, following up consistently, and staying motivated with goal-setting to drive success.

In this first unit Uphold Pricing Through Value, you’ll develop the mindset and skills needed to confidently uphold your pricing—even when buyers push back. This is a crucial ability for any software seller, as it protects your margins and reinforces the value of your solution. You’ll learn how to project price-confidence, shift the conversation from cost to value, and handle objections with empathy and credibility. By mastering these techniques, you’ll be better equipped to navigate tough negotiations and build trust with your prospects.

Everything starts with your own belief in the value you deliver. When you approach pricing conversations with confidence, buyers sense your conviction and are less likely to challenge your numbers. Instead of apologizing for your price, focus on the outcomes your product enables.

For example, rather than saying "I know our price is high, but...", you might say, "Our platform helps teams save 20% on project costs, which quickly offsets the investment." This approach positions you as a partner invested in their success, not just a salesperson defending a number.

When price objections arise, it’s your opportunity to reinforce value. Value-based selling means connecting your product’s features directly to the prospect’s business goals. If a buyer says, "Your software is more expensive than others," you can respond with, "I understand price is important. Many clients felt the same way until they saw how our automation reduced their manual workload by 30%."

A proven approach to effectively uphold pricing is the Feel-Felt-Found method. This involves:

• Feel: Acknowledge the buyer's concern and empathize with it.
• Felt: Normalize their concern by referencing others who had the same hesitation.
• Found: Provide a resolution by sharing what others discovered after proceeding.

This table provides example statements to illustrate the key elements of Feel-Felt-Found.

Here’s a sample dialogue that demonstrates these skills in action:

• Chris: I have to be honest, Jake. Your software looks great, but the price is quite a bit higher than what we’ve seen from other vendors.
• Jake: I completely understand how you feel, Chris. Many of our current clients felt the same way at first.
• Chris: So what made them move forward?
• Jake: They found that our automation features reduced their manual work by 30%, which actually saved them more money in the long run than the initial price difference. For example, one client recouped their investment within six months.
• Chris: That’s helpful to know. I can see how the value adds up over time.

In this exchange, Jake uses a confident, value-focused approach and the Feel-Felt-Found method to address Chris’s price objection. Notice how Jake never apologizes for the price, but instead connects the product’s value directly to Chris’s business needs and provides a real-world example.

You’re now ready to put these concepts into action. In the upcoming role-play, you’ll practice holding the line on price, reframing objections, and demonstrating value with confidence.