Your Price Isn’t Too High - Your Self-Respect Is Too Low

Dear Friends,

“They said no.” And just like that, we panic.

Sales wants a workaround. Finance suggests a “win-win.” Someone whispers: “Can we offer a small concession?” But here’s the thing: They said no? GOOD. That means you’re priced like you mean it. Now act like you’re worth it. Because let’s be honest: when most companies “lose on price” they weren’t charging too much. They were believing too little. See below

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Your Price Isn’t Too High - Your Self-Respect Is Too Low

When price confidence dies, so does margin: most pricing teams aren’t under-optimized—they’re under-confident. They surrender because they think:

• Buyers will walk aways (some will—and should)

• Discounting shows “flexibility” (it shows fear)

• Value needs justification (it needs conviction)

You don’t build a premium brand with apologetic pricing.

B2B Brands That Don’t Blink on Price

Want to see B2B pricing courage in action? These companies own it:

Dow – In chemicals, they lead with formulation science, sustainability, and tech—not lowest cost per kilo.

3M (Industrial division) – From adhesives to abrasives, 3M leads with proprietary value—not discounting.

John Deere – Premium pricing on equipment backed by performance, tech, and loyalty. And farmers buy—not because it’s cheap.

Castrol Lubricants – Sells premium industrial and automotive lubes, leaning on performance guarantees and fleet data—not price wars.

Adobe – Seat-based SaaS, non-negotiable. Price = structure.

Every one of these companies lost deals. They also kept their integrity—and their margin.

B2C Brands That Price Like They Mean It

On the consumer side, self-respect is the brand. Just look:

Rolex – Not only do they not discount, they barely let you buy. Price = status.

Apple – They raise prices, not because they have to—but because they can.

Dyson – Why pay $600 for a vacuum? Because Dyson makes you believe you should.

Miele – Luxury appliances from Germany. Washing machines and vacuums that cost 2x more—and feel worth it.

Leica – Legendary cameras with astronomical price tags. Specs be damned—it’s about status, heritage, and craft.

These brands don’t beg. They don’t “incentivize.” They lead—and buyers follow.

How to Build Pricing Self-Respect (Before It’s Too Late)

Want to stop bleeding margin? Do this:

✅ Normalize “no.” It’s proof you’re not selling to everyone—and that’s strategic.

✅ Train for price defense, not price excuses. Every “flex” weakens your story.

✅ Slow down approvals. A discount should be harder to get than a close.

✅ Design pricing like a power move. Simplicity, structure, and clarity win.

✅ Audit tone. If your team hesitates while quoting price, it’s not the number—it’s the belief.

One Line to Remember:

Your price isn’t too high. Your belief is too low.

Question to You: Which customer walked away—and secretly earned your respect by doing so?

Now ask yourself: when will you start earning their respect?

Until next time, Hold your price. Raise your game. 

Interested in learning more about pricing? You will find insights in the books The Pricing Model Revolution, The 10 Rules of Highly Effective Pricing and Pricing Decoded.

‘There are many books on pricing. The Pricing Model Revolution is the best read for managers wanting a review of several innovative pricing methods’. Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

Get your copy of ‘The 10 Rules of Highly Effective Pricing’ here.

Get your copy of ‘The Pricing Model Revolution’ here.

Get your copy of ‘Pricing Decoded’ here.

You are most welcome to share your views, feedbacks and own pricing experiences. Thanks a lot for your interest and support!