ABSTRACT
It’s a scenario that’s all too familiar to most sales managers. After receiving an aggressive price quote from a competitor—who’s pulling out all the stops just to get some attention—one of your most loyal customers calls your sales representative (sales rep) demanding an immediate 6 percent price decrease on their purchases of your flagship product. For years, this customer has purchased large quantities of that product at relatively high prices. But now, this profitable relationship is at risk.
