Sales Leadership with Fexingo · 2026-07-07 · 10 min
Episode 98 of Sales Leadership tackles one of the trickiest objections in B2B sales: the prospect who claims your price isn't just too high, but fundamentally unfair. Lucas and Luna dissect a real-world scenario from a $2.3 million enterprise deal where the client's procurement director accused the rep of 'price gouging' because their competitor charged 40% less for a similar product. The hosts walk through the psychological distinction between price and fairness, why the anchoring effect and equity theory matter here, and a three-step reframe technique that turns a fairness attack into a value discussion. They also explore how to preemptively build perceived fairness into pricing conversations before objections arise. The episode draws on research from behavioral economist Dan Ariely and a case from a SaaS company that successfully neutralized a fairness challenge by shifting the comparison frame. Concrete phrases, timing strategies, and a tactical debrief for sales managers included. No fluff - just actionable psychology for quota carriers.
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