If you're coming down on price - you're admitting that you're overpriced and others can do it cheaper.
If your product kicks ass, or is the lowest, or supply is limited - you don't have to do shit. Cuz you know they can't get it better or cheaper. You have the upper hand.
So concentrate on that. During summer a/c salesmen don't have to lower shit. Hot strippers don't have to lower squat. The hottest actor doesn't have to lower his salary. The inventor of a product that custs your cost 50% doesn't have to haggle, the greatest programmer can always set his own salary, the model who's in demand around the world, can go to the higest bidder for her time, etc. etc. etc. You get the point.
I sell my services. I'm mindblowing in what I know and do. I don't have to lower my price for anyone. "The power in negotiations is in the person who has the power to say no". Memorize that (works in relationships too hehe).
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