There are thousands of books, videos, and self-proclaimed gurus on the topic of sales. But if there's only one thing you should remember, it's this: never negotiate on price in B2B sales.
When a potential customer wants to negotiate on price, there are usually only two explanations: either they haven't understood the value of your offer, or they're simply being cheap. And you don't want to work with cheap companies, because those are by far the ones that cause you the most problems.
The consequence: choose your customers deliberately and consistently avoid cheap customers. In the end, they only cost you frustration and unnecessary effort, often more than the deal itself is worth.
Instead of negotiating on price, work on the value of your message instead, so price never becomes the topic in the first place.