I recently had an interesting meeting with a potential supplier. 

During the meeting – without any pressure from me – he kept lowering his price. It happened again and again.

I thought to myself that this was not only bad negotiating, it was also bad marketing. His message to me was that he didn’t believe in the quality of his service. If my objective was to spend as little as possible, I wouldn’t have been there at all. But I was willing to spend money, because I wanted him to solve a problem for me. 

The best marketing doesn’t talk about price, it focuses on value.