---
title: Never Give Away Your Profits
description: Mark Hunter shares how he learned to deal with a prospect who was continually on his case to cut him a better deal.
image: https://www.jillkonrath.com/hs-fs/file-16503871-jpg/images/blogs/never-give-away-your-profits-03-08-2012.jpg
---

# [Jill Konrath](https://www.jillkonrath.com/)

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[Mark Hunter](http://thesaleshunter.com/about/), author of [High-Profit Selling](http://thesaleshunter.com/high-profit-selling) (a hot new book I highly recommend) shares how he learned to deal with a prospect who was continually on his case to cut him a better deal. With a big sale on the line, it's always a challenge to handle these delicate situations. 

__________________

I used to hate to call on Mr. Big. Back then, I was working for General Foods, selling consumer goods to Mr. Big's company.  Every time I went into his office, my stomach started churning.

**“Mark,” he'd say, “You gotta give me a better deal or I'll have to give my business to your competitor.”**  
   
Before you know it, I'd be cutting my price, lowering my margins and throwing in extras. The whole time I was doing it, I knew it wasn't smart, but I didn't know what else to do.    
   
**Until one day, I decided it was time to say “no.” **For several days leading up to my upcoming meeting with “Mr. Big,” I practiced how to say it in a strong, stern voice. I also worked on how to share my rationale for why it couldn't be done. 

When the time came, the only thing that I remembered was the word “no.” Worse yet, it was as if I were halfway apologizing to him as I said it.    
   
**He responded differently than I expected.** I thought he'd immediately throw me out of his office and simultaneously call my competitor. What shocked me is he didn't do any of that. Rather, he responded with a question: “Why?”

Suddenly, I found myself having a discussion with him regarding his business and his needs.  It's almost as if a switch had been flipped. I went from being the polite salesperson who rolled over and gave in when the customer asked for a discount to now being the business partner who was working with him to help him achieve his goals.  
   
**I learned that you can indeed say “no” to a customer's demand for a lower price.**

All of the threats he'd been making to me were just that -- threats. Did I lose some business? Yes, I lost a little volume. It didn't matter, though, because what I gained from selling at full price was profit that exceeded many times over the slight decrease in volume.

*Click here to learn more about [High-Profit Selling](http://thesaleshunter.com/high-profit-selling/), Mark Hunter's new book that shows you how to win sales without compromising on price.  ![Don't Give Away Money](https://www.jillkonrath.com/hs-fs/file-16503871-jpg/images/blogs/never-give-away-your-profits-03-08-2012.jpg?width=10&height=10&name=never-give-away-your-profits-03-08-2012.jpg)*

__________________

**Your Turn:** How have you dealt with prospects who continually ask you for better deals? Share your ideas in the [comments section](https://www.jillkonrath.com/sales-blog/bid/120079/Never-Give-Away-Your-Profits) of my blog. 

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