Increasing margins for
Transactional, short-term thinkers not interested in building a relationship
Negotiate aggressively and undermine your value
Jump ship the moment a cheaper option appears
Difficult to grow or expand the account over time
Common Roles that exhibit price buyer behavior:
Procurement, Finance, Supply Chain
💡 Solution: Identify price buyers early—and navigate toward roles who care about outcomes, not just cost.
They are highly analytical, detail-driven, and laser-focused on whether your solution meets strict specifications and standards. They prioritize accuracy, compliance, and performance.
They’re not swayed by hype—they want facts, metrics, and proof.
Expect longer sales cycles and in-depth evaluations
Be prepared for detailed questions
Build trust with clear documentation and technical proof
Understand what KPIs they’re accountable for
They are focused on execution, efficiency, and output. Their #1 concern is: "Will this solution keep us moving forward—faster, better, and more reliably?”
They prioritize streamlined processes, productivity gains, and on-time delivery.
Be prepared to show proof statements, efficiency metrics, and documented results
Emphasize ease of integration, reliability, and after-sale service
Speak their language: time savings, workflow impact, and execution reliability
They want a partner who understands their operational pressures—and can help remove friction from the system
They see suppliers not as vendors—but as strategic allies. They care about the big picture: profitability, long-term growth, and how your solution supports their business objectives.
They evaluate solutions through the lens of Total Cost of Ownership (TCO) and Return on Investment (ROI)—not just price.
Value buyers look for trusted business partners, not product-pitchers
Expect open, frequent communication—especially if you bring new ideas that drive business results
Speak in terms of financial impact, risk reduction, and long-term value
Be ready to justify your solution with quantifiable data, TCO framing, and a clear ROI story
Move beyond transactions – Vendor-level relationships are limited and transactional. To grow, sales teams must bring problem-solving insights, ROI-driven innovation, and financial impact to the table.
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