BizSugar.com › Sales › Do You Know The Buyer's 'Should-Cost' Estimate?

Few buyers approach the purchase decision without some estimate of what they are likely to have to spend. That estimate, whether it is well informed, or not, has a major impact on eventual price negotiations with the seller. If the seller loses the opportunity to shape the buyer’s ‘should-cost estimate’ he, or she runs the risk of losing margin, or perhaps even losing the sale.