We don't like talking about money, we don't like to discuss how good we are, we don't like conflict or disagreements -this can make our value and price conversations and negotiations difficult to navigate.

We want a smooth journey from customer conversations to pricing proposals to winning the deal, not challenges.

For this reason we find these types of conversations emotional - what if I lose the deal, what if the customer doesn't like the price, what if I miss my targets.

And this can lead to margin destructive behaviour, we try to avoid the discussion which often leads to a lack of value communication and discounting - which of courses reduces prices, margins and profit.

So what can we do to avoid this and manage our emotions better?