How Much Are Your French Fries?

Here’s a scenario for you:
“How much are your French fries?”
“Too much—get out.”

Yes, it happens. And it happened to me.

This was one of my very first prospecting calls as a rookie salesperson in my brand-new territory. I walked in through the back door of a local restaurant and called across the kitchen, “Hi, I’m Jerry—I’m your new salesperson!” Peter, the owner, replied, “How much are your French fries?”

I thought to myself, Wow, this is easy—my first sale on my first cold call! I flipped through my catalog and confidently gave him the price: $13.98. His response? “Too much. Get out.” And just like that, I was back out the door—faster than I went in.

At the time, I wasn’t well-prepared to handle that type of confrontation, but it was a lesson I learned quickly.

I hadn’t asked any qualifying questions, nor had I demonstrated any value. Simply offering a price adds no substance to the conversation. Once the discussion focuses solely on price, the only direction it can take is downward: “Okay, how much do you want to pay?” That sets the stage for every future interaction. And once you earn a reputation as a price seller, you’ll only attract price buyers—relationships that last only until someone else offers a lower price.

The real question you should ask yourself is: How much do I want to sell my product for? Establish the price you are comfortable with, then build your value proposition around it.

As you prepare your presentation or proposal, ask yourself:

“What is the perceived value of my offering to this customer, and can I clearly justify how that value, combined with my service, exceeds the asking price?”

You will inevitably be asked to reduce your price; negotiation is a natural part of human nature. But before you do, consider the following principles to strengthen your ability to present, justify, and defend your value:

Never quote a price before establishing value. When you reveal your price too early, it’s extremely difficult to justify it afterward.
Know your worth. Be absolutely convinced that what you offer is worth the asking price. If you lack confidence in your value, your customer will sense it.
Avoid implying negotiability. If you present your price as flexible, it will always be negotiable. Deliver your proposal with confidence, knowing it reflects the best solution and fair pricing—right from the start.
Differentiate yourself. Just because your competitors sell on price doesn’t mean you have to. Demonstrate how you add unique value, provide superior service, and act as a partner—not just a vendor. Once your customer views you as a business ally, price becomes less important, and you win—on your terms.
Project professionalism. The way you dress, communicate, and conduct business influences how customers perceive you—and ultimately, how they choose to do business with you.

When it comes to price, there are two types of buyers.

First, those who say they want the best price but truly seek the best value. These buyers care about what they’re getting, and they want the right product at a fair cost. This is where your expertise can shine, aligning the right solutions to their needs.

Then, there are the true price buyers—those who want the cheapest option available, regardless of quality. Learn to recognize them, and don’t be afraid to let your competitors serve them.

Because here’s the truth: what you win on price, you will lose on price. There will always be another aggressive competitor waiting to undercut you. Instead, focus on building value, earning trust, and charging a fair price for what you provide. When your customer views you not merely as a supplier but as a source of knowledge and support, you’ll win their loyalty—and GET and KEEP their business—on your price.