The customer knows instinctively, if you thought your price was any good, you'd be happy to talk about it. And that means the customer is winning, because you have told them you think your prices are too high. Never crack Cracking is when the sales rep communicates that the seller might be willing to negotiate the price. When you tell a prospective customer you might be willing to negotiate the price, you will negotiate your price. Your customer will hammer you harder when you crack.
Most salespeople crack to varying degrees.
People who sell at top dollar do not crack. Rather, they acknowledge their prices are higher than their competitors and come out selling the customer, rather than talking to the boss about offering the customer a discount. But the reason we get more money is because we provide these services, these benefits, etc. Fundamentally, selling at prices higher than your competitors comes down to getting the customer to listen to you when you honestly and convincingly explain about your better service, technical help, support, inventory, quicker order turn-around time, etc. Yet people who sell at premium prices learn to use to their advantage the fact their prices are higher than competitors.