- NEW: Replays—Insider exclusive recordings of Office Hours sales discussions
- Downloadable prospecting letters
- One killer-good intro letter only the bravest of the brave send out
- A downloadable voicemail script
- 15 on-demand video sales courses
- Archived sales content searchable by sales challenge
Complete Story
07/21/2026
How to Avoid the Price Objection From Existing Clients
Source: Bill Farquharson, July 20, 2026
Good morning!
While listening to a podcast, Etsy executive Tim Holley said something that hit me like a bolt of lightning:
“We are constantly trying new features. Our failure rate is 80%.”
I smiled. That number gave me comfort.
One of the hardest parts of my job is coming up with new sales training ideas for salespeople. Some work. Most don’t.
- A new workshop? Fail.
- A paid webinar? Fail.
- A Slack group? Fail.
But then…
- A 90-day training course for new sales reps? Big success.
- A workshop for solo sellers? Big success.
- An AI Agent for time management? Big success…okay this one is coming soon, but…
The lesson?
The best way to avoid the price objection from current customers isn’t lowering your price. It’s continually bringing them fresh ideas…even if they fail.
Most will be met with crickets. That’s okay. In fact, expect it. If Etsy can live with an 80% failure rate, so can you.
Every new idea tells your customer, “I’m thinking about your business.” Every suggestion reminds them you’re more than someone who takes orders and sends invoices.
When your customers see you as a source of ideas instead of just another salesperson, price becomes a much smaller part of the conversation.
Keep bringing value. Keep experimenting. Keep working for their business.
That’s how you earn loyalty and kill the price objection.
The Sales Vault, created by Bill Farquharson, is a subscription-based resource and sales community featuring a calendar packed with live workshops, on-demand sales courses, peer-to-peer discussion groups, and 35+ years of sales training content all searchable by sales challenge. Think of it as a sales conference where the seminars and workshops, full of instantly applicable ideas, are ongoing and more programs are added constantly.
The Sales Vault is available on a monthly subscription basis, normally at a no-brainer monthly price of $45/participant, but… GMA members can take advantage of an exclusive offer: FREE membership for 30 days followed by a discounted monthly subscription price of just $40/participant.
Bill has been a friend of GMA for many years and is, no doubt, known to our members as a top sales trainer and content creator for the graphic arts.
Other Vault resources:
BrewCrew Oktoberfest: Great Connections Are Brewing in Detroit!
Great connections are brewing in Detroit! Join Graphic Media Alliance and AIGA Detroit on Tuesday, October 27, for the BrewCrew Oktoberfest Networking Event at Batch Brewing Company. Enjoy an evening of networking with print, design and graphic communications professionals! Space is limited, so reserve your spot today!
Read MoreA Greener Future Starts Here! Join GMA November 5 for a Special All-Region Member Event
Something exciting is taking root at Graphic Media Alliance! Join us November 5 for our FREE All-Region Annual Meeting, featuring special guest Jordan Darragh of PrintReleaf and an exclusive preview of GMASustainability(+), launching in 2027. Discover how your business can make a measurable environmental impact while enjoying exclusive GMA member savings!
Read MoreDon't Miss Out on Potential Workers' Compensation Savings for 2027!
The 2027 Ohio BWC Group Rating enrollment period is approaching! GMA members are encouraged to submit their enrollment or re-enrollment paperwork to Sedgwick as soon as possible. Don't miss the opportunity to maximize potential savings on workers' compensation premiums. David Deyo, our dedicated Sedgwick Program Manager, is available to help!
Read MoreAre Your Wages Competitive? The 2026 Wage + Benefits Survey Results Are Here!
Production wages are up, employee turnover is down, and the competition for skilled workers continues! The 2026 Wage + Benefits Survey provides valuable insights to help printing companies make smarter compensation and workforce decisions. Participating GMA members receive the full report FREE, while others can purchase their copy through the GMA Bookstore!
Read MoreGMA Member Millcraft Expands Packaging Capabilities with Strategic Acquisition
Congratulations to GMA member Millcraft on its acquisition of Protective Packaging Products (P3)! This strategic investment expands Millcraft's protective packaging capabilities and strengthens its presence in automotive and industrial markets. Learn how this fourth-generation, family-owned company continues to grow while building on more than a century of industry leadership.
Read MoreLove It? Buy It!
Want to help strengthen the printing industry? Sometimes the best way is to practice what we preach! From direct mail and signage to branded apparel, Bill Farquharson reminds us that every purchase is an opportunity to demonstrate the power of print. Discover how a simple conversation can reinforce the value of the products and services our industry provides in this week's Short Attention Span Sales Tip.
Read More