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A listener question from William — an engineer who also sells — kicks off a focused conversation on one of the oldest problems in B2B sales: getting commoditized on price.

Bill and Bryan tackle both sides of the equation: how to avoid being beaten down on price coming in, and how to successfully raise prices with clients you've already got. Their answer isn't a negotiation tactic — it's a positioning problem. And the fix starts long before the price conversation happens.

They cover why technical sellers tend to stay too low in the org chart, why your contact isn't selling your value upstairs for you, and what a price increase reaction tells you about where you actually stand with a client.

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