In this episode, Bill and Bryan tackle the timely issue of price resistance in sales. As inflation rises and budgets tighten, salespeople are facing increased pushback on pricing.

Bill and Bryan share valuable insights on how to handle these objections effectively. They discuss recognizing when "price" is masking a deeper issue of perceived value, and the importance of reframing the conversation from "price" to "economics."

The guys also provide tips for focusing on the full economic picture and ROI. Whether you're dealing with budget constraints, increased cost sensitivity, or prospects looking to negotiate, this episode provides practical advice for sales professionals navigating today's challenging economic landscape.