It’s not unusual for customers to put up a fight against your current price or a price increase, especially when the customer is concerned about finances. You have to prepare yourself for these situations, because it’s not a question of if they are going to happen. It’s only a question of when.

Here are some tips that will help you when you are reminding yourself and your customer that your price is the right price.

Eye Contact and Voice: You have to be able to look your customer in the eye and not let your voice waver when you are talking about price. To become extremely adept at this, stand in front of your mirror each morning, look into your own eyes, and deliver your price to build your confidence. Your customer can spot confidence, especially if you don’t have it.

Questions, Questions and more Questions: Your customer has needs and pains, and you are there to alleviate these. The only way you can get to the root of these is to ask many, many questions, appropriately timed and delivered over several sales calls. Then, genuinely listen so you can pinpoint how the benefits of your product/service alleviate those pains and needs. If a customer challenges you on price, respond with questions.

Return on Investment: Companies don’t buy anything; they only invest. It’s up to you to show them how your product/service ultimately leads to a return on investment for them.

Finally, don’t beat yourself up if the customer still refuses to agree to your price or decides to move to another provider. Staying motivated means you have to build perseverance through the tips I mention above. Remind yourself that in the end, success goes not to the person who is offering the lowest price, but to the person who instills the highest level of confidence in the customer. Closing every sale is not nearly as important as closing the right sales. Your price is the right price.