1 rich Libsyn https://www.libsyn.com 90 600 Take the Collaborative Selling Scorecard: https://collaborativeselling.scoreapp.com In this episode of the&amp;nbsp;Sales Today Podcast, Fred Copestake explores one of the most common frustrations in engineering and B2B sales: Why do so many deals eventually come down to price? While it is easy to blame procurement pressure, competition, or tighter budgets, Fred explains why pricing pressure is often only a symptom - not the real problem. The real issue usually sits in where the sales conversation begins and the level of value being discussed. In this episode: Why cost-focused conversations naturally invite comparison How many sales teams unintentionally commoditise their own offering The hidden danger of leading with efficiency and savings Why “better value” often becomes shorthand for “lower price” The difference between cost saving, efficiency, effectiveness, and competitive advantage How value positioning changes the level of stakeholder engagement Why senior decision-makers think differently about value The Value Pyramid Fred introduces a simple way to think about value in B2B sales: Cost Saving → reducing spend Efficiency → doing things right Effectiveness → doing the right things Competitive Advantage → helping customers perform better in their market The lower the conversation sits, the easier it becomes for customers to compare suppliers directly. The higher the conversation moves, the harder it becomes to compare purely on price. Key Takeaway If your deals regularly end up focused on price, the important question is not: “Why are customers pushing on price?” It is: “Where is our value sitting in the customer’s mind?” Because the level of value you create shapes the conversation you ultimately have. Mentioned in this episode The Collaborative Selling Scorecard - a free tool to assess how aligned your sales behaviours are with modern buying environments.. https://collaborativeselling.scoreapp.com/ &amp;nbsp; Connect with Fred https://www.linkedin.com/in/fredcopestake If you enjoyed this episode, subscribe to the Sales Today Podcast and share it with others &amp;nbsp; Watch this episode on YouTube: https://youtu.be/sk1yE6tH38E &amp;nbsp; Watch the full mini series playlist here &amp;nbsp; Watch Fred’s FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers Sales Today http://throughpartnering.libsyn.com/website <iframe title="Libsyn Player" style="border: none" src="//html5-player.libsyn.com/embed/episode/id/41359990/height/90/theme/custom/thumbnail/yes/direction/forward/render-playlist/no/custom-color/88AA3C/" height="90" width="600" scrolling="no" allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen></iframe> https://assets.libsyn.com/secure/content/202147770