Never grant unnecessary discounts again and always achieve the highest possible selling price - the optimal scenario in the sales process. This book provides you with strategies for the smartest pricing and negotiation techniques. It demonstrates how to successfully fend off or renegotiate customer discount requests, how to reach a conclusion with the right conversation strategies, and how to ultimately send a satisfied customer on their way. Michael Mauer illustrates with concrete examples how you, as an entrepreneur and salesperson, can effectively and purposefully address the concerning trend of discount wars, thus counteracting declining revenues and margins. A detailed practical section with the most common customer discount strategies offers you immediately applicable negotiation tools to tackle the challenge of price reductions in a friendly and effortless manner.