--- title: Be proud of your prices for improved sales performance. description: Don't throw discounts around, be proud of your prices for improved sales performance. image: https://blog.durhamlane.com/hubfs/outsourced_telemarketing_UK.jpg --- [Skip to content](https://blog.durhamlane.com/be-proud-of-your-prices-for-improved-sales-performance#content) [durhamlane-logo durhamlane | Sales Training, Sales Outsourcing & Sales Recruitment durhamlane Logo | Sales Training, Sales Outsourcing & Sales Recruitment](http://durhamlane.com/) - [What We Do](http://durhamlane.com/sales/) - [Outsourcing](http://durhamlane.com/sales/outsourcing/) - [Training](http://durhamlane.com/sales/training/) - [Recruitment](http://durhamlane.com/sales/recruitment/) - [How We Work](http://durhamlane.com/how-we-work/) - [About](http://durhamlane.com/company/) - [About Us](http://durhamlane.com/company/about-us/) - [Our Team](http://durhamlane.com/company/team/) - [Blog](https://blog.durhamlane.com/) - [Careers](http://durhamlane.com/company/current-vacancies/) - [Our Work](http://durhamlane.com/our-work/) - [Contact](http://durhamlane.com/company/contact-us/) +44 (0) 191 481 3800 - [Created with Sketch.](http://www.twitter.com/durhamlane) - [Created with Sketch.](http://www.linkedin.com/company/durhamlane) - - [tel:+44%20(0)%20191%20481%203800](tel:+44%20(0)%20191%20481%203800) # Blog ##### Be proud of your prices for improved sales performance. Posted by [Michael Knowles](https://blog.durhamlane.com/author/michael-knowles) on 04/06/15 08:30 - [Tweet](https://twitter.com/share) ![outsourced_telemarketing_UK](https://blog.durhamlane.com/hs-fs/hubfs/outsourced_telemarketing_UK.jpg?width=512&name=outsourced_telemarketing_UK.jpg) ## At durhamlane we’re passionate about helping our clients increase their success and grow their business.  This means we represent your business as if it were our own. We received this email recently from a company who offer a competitive service to our [outsourced sales and business development solutions](http://durhamlane.co.uk/services/outsourced-solutions/).  I’ve taken a picture of the email whilst protecting the names of the guilty party!  Whilst I am comfortable with the benefits they confirm [telemarketing](http://durhamlane.co.uk/services/outsourced-solutions/uk-telemarketing-solutions/) can deliver, I was perplexed by the call to action on their email.  Would you want to be represented by a company who leads the call to action for their own business development activity with ‘***20% Discount Offer’'***? I thought not. During our [sales training classes](http://durhamlane.co.uk/services/developing-people/book-a-course/) we train our clients to **be proud of their prices during sales conversations**. This is a fundamental sales mindset that requires the right attitude and confidence in order to be successful and improve sales performance.  If you are not comfortable with the price you charge then do some analysis to understand the value you offer.  After all if you don’t believe in your price then why should your customer? When representing our clients we work hard to ensure no value is left on the table.  This means we explore and uncover potential business fit before developing solutions that are built on value.  The pricing conversation needs to be delayed until value has been understood by your prospect or client, otherwise the chances are they will be looking for 20% off, and the rest.   Interested in finding out more about or sales training? why not visit our training portal. 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