Introduction O V E R T H E Y E A R S , I've been amazed at the number of times salespeople have asked me how they can avoid lowering a price to close a deal. As many times as I've been asked, I know there are hundreds more salespeople won- dering the same thing. The tactic of giving someone a lower price as an incentive to close a deal is certainly not new. It has been going on for as long as there have been people looking to