When Discounting Becomes the Default, Something Else Is Missing

In most B2B transactions, both sides fall into familiar roles. Sellers talk about features, advantages, and outcomes. Buyers compare options and push for concessions. Procurement teams are trained to focus on cost, and sellers respond accordingly.

The result is an adversarial dynamic. One side “wins” on price, the other gives something up. Even when a deal closes, trust is thin and relationships can feel more transactional versus partner oriented.

What’s often overlooked is why price takes over so easily in the first place. It’s not because buyers don’t care about results. It’s because price is usually the only thing that feels concrete and comparable.