Shoestring Marketing Alf Nucifora is a marketing consultant in Atlanta. It seems that wherever I turn, clients and prospects are asking me to cut my fee. It's a common refrain in every business sector. And, it's happening in spite of the fact that product and service quality is improving. With almost zero inflation, sellers can no longer justify inflation-driven price increases every year.
Nobody pays full retail any more.
Interestingly, high-end providers are successfully fighting the trend and holding firm on price. The word bargaining is not in their lexicon. When prospects and customers ask for your best price, they've already decided they want you. At that crucial moment, resist the urge to go low, to undersell, to underbid. That's where the first mistake is often made.