Why Price Is Never the Real Issue | Negotiation Signals Atlas - Episode 2

Why do so many deals collapse over price—even when the numbers make sense?

Because price is rarely the real problem.

In this episode of Negotiation Signals Atlas, we decode the invisible psychological forces behind money objections. Drawing from Daniel Kahneman’s Prospect Theory, Rory Sutherland’s pricing psychology, and real-world negotiations in sales, hiring, and venture funding, you’ll see why people don’t resist numbers… they resist risk, regret, and the fear of being wrong.

We break down three hidden signals that determine whether someone says yes, hesitates, or walks away:

Signal 1 — Risk Drives Resistance
Why loss aversion makes rational offers feel dangerous—and how “too expensive” is often just fear in disguise.

Signal 2 — Certainty Beats Discounts
Why people will happily pay more for clarity, proof, and safety—and why price cuts rarely close real uncertainty.

Signal 3 — Value Is Framed, Not Found
How anchoring, context, and narrative decide what something is “worth,” long before the number shows up.

This isn’t sales advice.
This is a slow-motion dissection of how deals actually fail—and how perception quietly controls every outcome.

🎯 By the end, ask yourself:

What customer fear is hiding behind her price objection?

What would make your customer feel safe?

What story is your price telling?

Subscribe for more episodes of Negotiation Signals Atlas, where we decode the psychology beneath every deal.