Have you experienced sellers regret?

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Do you know the feeling when you hear that you have just won a large deal with the lowest price? You should be celebrating, but instead, you are feeling unsure about your price, and all the negative scenarios fill your mind instead of enjoying the success of a closed deal.

Seller's regret is more common than you might think, especially in competitive B2B sales where pricing plays such an important role. But the worst part? It can leave you questioning your strategy and your confidence.

Why does seller's regret happen?

There’s no single reason. Maybe lack of clear pricing strategy is one reason? Many sales managers and business owners focus on winning the deal without fully considering questions like:

Am I aligning my price with the unique value I offer?
Have I analyzed the long-term profitability of this deal versus the immediate win?
Is the price reflective of what the market is willing to pay, or am I discounting just to stay competitive?

While getting deals at low prices might feel like a win in the short term, it can lead to damaging habits over time. Consistently undervaluing your offerings signals to the market that you’re a “budget” option, which doesn’t align with positioning yourself as a business that delivers quality, innovation, and measurable value.

Turning seller’s regret into a growth opportunity

Experiencing a seller's regret doesn't mean you have to repeat the cycle. Instead, it’s a signal to focus on pricing strategy. Here are three ways to shift from underpricing to value-based pricing, ensuring every deal you close is one that grows your confidence and your margins:

1. Anchor your pricing to value

Understand the unique value your product or service provides and communicate that effectively during negotiations. Buyers will focus less on price if they see the return on their investment clearly outlined. Whether it’s increased efficiency, revenue growth, or problem-solving, link your offering to tangible outcomes.

2. Benchmark with clarity

Take time to research your competitors and assess where your value lies in comparison. However, keep in mind that competing solely on price can quickly turn into a losing battle. Compete on differentiation instead what do you offer that others can’t replicate?

3. Strengthen your confidence through training

Sometimes, seller’s regret comes down to a lack of confidence in negotiation. Equip yourself and your team with tools and courses that build pricing strategy acumen. Knowing how to defend your value with clarity, enthusiasm, and professionalism is key to closing deals you feel good about.

Closing deals with impact, not regret

By refining your focus on a value-driven pricing strategy, you can leave self-doubt behind and celebrate wins that truly feel like wins (both emotionally and financially). Start by evaluating your pricing strategy, invest in skill development, and make pricing decisions that align with both your business’s financial goals and its long-term vision.

Are you prepared to close deals in 2025 confidently, without second-guessing? Achieving strong margins, ensuring client satisfaction, and working for sustainable growth is just one effective pricing strategy away.

Good luck, I'm sure you've got this!