Why You Should Never Quote Without Discovery
If your sales team constantly hears, "Your price is too high," it's worth asking a different question: Is price really the problem?
In the printing industry, it's easy to believe you're selling a commodity. Buyers ask for quotes, compare bids, and talk about price from the very first conversation. Before long, many salespeople start behaving as though the only way to win is to be the cheapest.
That's a dangerous cycle.
The reality is that price is usually the easiest reason for a buyer to give. But it’s not necessarily the real reason they chose another supplier. They may be loyal to their incumbent, unsure about making a change, or simply testing the market. "You were too expensive" is often easier than explaining what was really behind the decision.
As a sales leader, pay attention to how your team is selling. Are they leading with quotes instead of discovery? Are they jumping into RFPs without first understanding whether the opportunity is real? Do they immediately offer discounts the moment someone pushes back on price?
Those are all signs that your team is acting like a commodity seller.
Value sellers behave differently. They believe in the value they bring, they're willing to ask difficult questions before quoting, and they don't negotiate against themselves just because a buyer mentions price.
The confidence your team has in your company's value shows up in every conversation. If they don't believe the solution is worth the investment, buyers won't believe it either.
Price matters. But conviction, strong discovery, and a willingness to stand behind your value matter even more.
The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions. Artificial Intelligence may have been used in part to create or edit this content.
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- Business Management - Marketing/Sales
Emily Yepes is a powerhouse sales trainer and revenue producer who lives at the intersection of sales theory and real-world execution. What sets her apart isn’t just her deep knowledge of sales doctrine —it’s that she’s still in the trenches, consistently ranking in the top 5% of over 400 Sandler sales executives worldwide. She brings that same performance-driven mindset to every training room she enters. Emily coaches the sales teams of printing and packaging industry leaders, including JS McCarthy Print+ Packaging, The Packaging School, Canadian Printing Industries Association, Norkol, ImageMark, and Sonoco on everything from prospecting and consultative selling to negotiation and account management. Her average training score? A near-perfect 4.9 out of 5—proof that her clients don’t just learn from her, they love learning from her. She doesn’t deal in hype. Emily brings a practical, psychology-based framework to sales, helping professionals rethink the way they approach buyers, conversations, and themselves. Her philosophy is clear: great salespeople aren’t born—they’re trained. With the right mindset, anyone can learn to breakdown buyer resistance and build real trust that lasts. Approachable, direct, and refreshingly honest, Emily’s training style resonates with sales teams at every level. Her sessions leave people not only inspired—but equipped to sell more and sell better.
