11 PART IV: Making Your Case 17 Message Matters Confidence Is the Key Ingredient Emotional Contagion: Customers Respond in Kind Developing Confidence Trust the Process Change Your Self-Talk Change Your Physiology Change Your Words Avoid Projecting Notes 18 Influencing Price Increase Acceptance The Three Drivers of Price Increase Acceptance Answering WIIFM Authenticity Notes 19 The Eight Price Increase Narratives Economic Fairness Narrative Maintain Quality Narrative Continue Services Narrative Reverse Value Narrative Reciprocity Narrative Past Value Narrative Present Value Narrative Future Value Narrative 20 The Price Increase Because Statement The Five-Step Price Increase Because Statement Framework Personalized, One to One Because Statements One for Many Because Statements Crafting Because Statements Note 21 The Formal Price Increase Business Case Sutton's Law: Go Where the Money Is Derisking the Large Account Price Increase Sutton's Corollary Approaching the Formal Business Case Presentation Price Increase Business Case Structure Weaving the Narratives Part Four Wrap-Up: Reflections
12 PART V: Closing, Handling Objections, and Negotiating 22 Closing The Assumptive Close Framework for Price Increases Shut Up 23 The Ledge Technique Look Out! Here Comes Fight or Flight Use the Ledge Note 24 Four Techniques for Handling Price Increase Objections Just Let Them Vent Enroll Them Space and Time Relate, Explain, Confirm 25 Negotiating the Price Increase: D.E.A.L. Framework D.E.A.L. Negotiation Framework 26 Discover Capitulate Counter Confront Clarify Get the Issues on the Table 27 Explain Do the Math The Value Equation 28 Protect the Points What Your Customer Is Really Negotiating For