Q HOW TO HANDLE PRICE OBJECTIONS 193 Sell First, Negotiate Second I want to make one final comment before wrapping up this chapter. You'll notice that I have resisted using the words nego- tiation or negotiating. I'm a firm believer that we need to sell first and negotiate second. Too many salespeople give up a tremendous amount of profit by being willing to negotiate with customers far too early in the sales process. No negotia- tions should take place with a customer until the customer has rejected your offer on two separate occasions. My reasoning is simple: You cannot negotiate anything successfully unless you know what it is you are negotiating. Any salesperson who attempts to negotiate too early is doomed to lose. Waiting until the offer has been rejected twice gives you