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Great advice Andy.
I often find when dealing with services that there is either no room for negotiation on price – its what it is – or that the price is adjusted due to the Brand I work for – assumption being that the company can afford more.
Key factors here are ensuring I deal with the person who can negotiate the price – and that normally means, as you have said, telling me what I will get for the price – most sales people can’t do that.
As for selling my services – i always remember that its about selling my experience.
I liked the loose reference to apes in the title…