EstimatingM3
Price Objections & Repricing
'Your price is too high' is not a question — it's an invitation to a conversation. The estimators who hold margin do it by changing the shape of the deal, not by discounting.
Lesson 1 of 2
The four levers that aren't 'discount'
When a customer pushes back on price, you have four legitimate moves that keep your margin intact: volume (bigger break), substrate (cheaper equivalent), lead time (slower for less), and terms (better payment for a price hold). Reach for these BEFORE you reach for a discount.
Bad: 'I can do 5% off if you commit today.' Good: 'At your current quantity we're at our best number. If you can commit to [next volume break] your unit cost drops [X%] — that's real money. Or if you can flex delivery by [Y days], we save on expedited freight and can pass some of that through. Which of those works for your side?'
Lesson 2 of 2
When to hold the line
Sometimes the answer is 'we're at our best number.' Say it. Then remind them of the value they're actually buying: OTIF %, pull-through capability, consistency, sustainability story. If they still walk, they were never going to be a good customer at your true cost.
Check yourself
Quick quiz
1. A customer says 'your price is 10% too high.' What's your first move?