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New Groundbreaking book by LEE Salz Is this a line you hear often? “If we don’t drop our price, we will lose the deal.” That’s the desperate cry from salespeople as they try to win deals in competitive marketplaces. While the easy answer is to lower the price, the company sacrifices margin—oftentimes unnecessarily. As a sales growth expert I’m always challenging salespeople to answer an important question. “What might I do differently to get the results I want?”