I heard about a very interesting situation from a client today:

• She is involved in a competitive situation and has effectively sold the value of her solution.
• She has developed some good coaches, including a highly ranked procurement person.
• The prospect decided to conduct an e-auction, which she chose to participate in without changing her price.
• After the auction, her coach (who supported her and helped her win the business) suggested that next time she start with a higher price so she can show some concession in the process.

Why did he tell her that? Probably so that he could have a visible win in the process.
Here are a few questions to consider:

• What should she do?
• What would you do?
• Would you really raise your price only to lower it later?
• What would this say about you and your commitment to your value?