Facing reality -- Factors that affect price sensitivity -- Price shoppers -- Buyers want more than a cheap price -- Competing on price -- Price and value -- Preparing to sell in a price-sensitive market -- Preemptive probing -- Presenting your solution -- Handling objections -- Price precepts -- Four-step price objections response model -- Responding to price-based money objections -- Responding to cost-based money objections -- Responding to value-based money objections -- Responding to game-based money objections -- Responding to procedural-based money objections -- Developing a discount discipline -- Raising prices -- Competitive bidding -- Final thoughts.