{"title":"Victor Antonio","description":"\u003cp\u003eVictor Antonio offers practical insights into the world of sales, business strategy, and entrepreneurship. His books, such as \u003cem\u003ePriced to Win\u003c\/em\u003e, explore effective techniques for pricing, negotiation, and closing deals, making complex concepts accessible for professionals at all levels.\u003c\/p\u003e\n\n\u003cp\u003eReaders can expect clear, results-driven guidance that emphasises real-world application and motivation. Antonio’s work is ideal for those seeking to enhance their business acumen and sharpen their competitive edge in a fast-paced market.\u003c\/p\u003e","products":[{"product_id":"priced-to-win-by-victor-antonio-9781394454280","title":"Priced to Win","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cb\u003eStop losing margin to unnecessary discounts with a structured pricing defence framework.\u003c\/b\u003e\u003c\/p\u003e\n\n\u003cp\u003eIn \u003ci\u003ePriced to Win: The Sales Leader's Framework for Closing Deals Without Caving on Price\u003c\/i\u003e, Victor Antonio, a globally recognised sales authority and former President of Global Sales and Marketing, reveals why discounting is a behavioural reflex rather than a pricing strategy. Drawing on behavioural science and negotiation psychology, Antonio provides a structured approach for responding to price pressure with confidence instead of concessions.\u003c\/p\u003e\n\n\u003cp\u003eAt the core of the book is the proprietary 4Q Framework—Gain, Retain, Grow, Re-engage—which reframes discount requests through the lens of relationship stage and strategic context. Readers gain eight psychologically grounded countermeasures to price pressure, real-world scripts, decision frameworks, and a leadership blueprint for building a no-discount culture from the ground up.\u003c\/p\u003e\n\n\u003cp\u003eReaders will also discover:\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eWhy most price pressure stems from psychological discomfort and misaligned incentives rather than genuine market forces\u003c\/li\u003e\n  \u003cli\u003eHow to diagnose buyer uncertainty and respond with the appropriate countermeasure for each specific relationship stage\u003c\/li\u003e\n  \u003cli\u003eReal-world scripts and structured decision frameworks designed for immediate deployment during high-stakes live sales conversations\u003c\/li\u003e\n  \u003cli\u003eA leadership blueprint for embedding margin protection into sales team culture, training, and compensation structures\u003c\/li\u003e\n  \u003cli\u003eStrategies for defending price in environments increasingly shaped by digital procurement tools and AI-driven buyer research\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWritten for both B2B and B2C sales professionals, small and midsize business owners, revenue leaders, CROs, sales managers, and CEOs concerned about margin erosion, \u003ci\u003ePriced to Win\u003c\/i\u003e delivers a ready-to-deploy operating system for protecting profitability without sacrificing deal volume or buyer relationships.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Unknown","offers":[{"title":"Default Title","offer_id":67807657787628,"sku":"9781394454280","price":49.99,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/1a09e9021fe16580e1cd89012ef05b8b.jpg?v=1792622475"}],"url":"https:\/\/bookhero.pro\/collections\/victor-antonio.oembed","provider":"Book Hero","version":"1.0","type":"link"}