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May 25, 2023

The Wince Test: How to Get a High Price

The Wince Test: How to Get a High Price

Today we’re talking about the wince test, which is a really helpful pricing tactic in B2B sales.

1. Do not worry about setting a high price. Nobody will be so offended by your price that they won’t speak to you again. Most of the time, they actually reveal their budget.

2. Confidently set a high initial price. If the customer pushes back — that is, they “wince” at your price — be ready to negotiate down to the maximum price they’re willing to accept.

3. Once you’ve done this with 5–10 customers, you’ll notice them clustering around a price, and that’s likely to be a fair estimate of the right price for your product. Don’t be surprised if it’s much higher than you expected.

Best of luck out there.

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Ash Rust

Ash Rust

Managing Partner, Sterling Road
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