Dealing with sales tricks – why clarity is the best discount

A guest article by sales expert Oliver Schumacher.

Some time ago, a salesperson told me about an appointment he had with a professional buyer. After just a few minutes, the buyer got straight to the point: “Your competitor is significantly cheaper. If you don’t match their price today, we won’t be talking any further.”

Many salespeople would now become nervous. That’s exactly what this trick is aimed at: building pressure, keeping the silence going – until the other person gives in.

Purchasing tricks: more theater than truth

In my lectures, I like to describe how negotiations are often like a play. Buyers play roles:

• the “good cop” who shows understanding,
• the “bad cop” who makes threats,
• or the “Columbo colleague” who, after the agreement has been reached, quickly adds, “Oh, there’s just one more little thing…”

These tactics are not malicious – they are simply part of the job. But salespeople need to learn to see through the game.

Why attitude is more important than arithmetic

The crucial question is not: How much discount can I still give?

But rather: How confident do I appear?

Buyers test boundaries. Those who give in too quickly lose not only margin, but also respect. But those who remain clear, calm, and confident win – often not only the order, but also the customer’s trust.

Sales insights from my work

When I talk about dealing with purchasing tricks on stage, I focus on three messages:

• Expose tricks – If you know the game, you can stay calm.
• Emphasize value instead of discounts – Customers buy solutions, not discounts.
• Practice, practice, practice – price negotiations are like sports. Those who train will remain stable in critical situations.

Conclusion: Those who recognize the trick become the director themselves

Purchasing tricks are not a reason for uncertainty, but an invitation to take control. Salespeople who are prepared and respond with poise remain in control.

As a speaker, I inspire sales teams to develop this inner strength. And as a trainer, I help them practice the right responses – until the “price negotiation play” is no longer intimidating, but fun.

Book Oliver Schumacher as a trainer or speaker: 1 (704) 804 1054 or oliver.schumacher@premium-speakers.com