Dropping your price to land a client feels safe. It isn't. There's always someone who can go lower, and they can usually wait you out longer than you can.

On this episode of Stay at Home Bookkeeper Podcast: Real Talk, DeAnna and Bill Rogers sit down with Roy Landers, an attorney, former judge, author, pastor and entrepreneur since age 12. Roy has spent decades negotiating across the table from other attorneys and watching people argue their case from the bench, and his advice for winning clients is surprisingly simple: listen more than you talk.

Roy was raised by a single mom of eight who told her kids, "Don't ever tell me you can't." He sold homemade juice as a kid, worked all day and went to law school at night, and built plenty of businesses along the way, including a few that failed. His takeaway: there are no failures, only lessons. Today he's building a business with his daughter, helping veterans who own businesses get certified for federal contracting work.

We discuss:

• Why Roy chooses to be a "go-giver" instead of a go-getter
• Listening, pausing and repeating back as a negotiation strategy
• A trial-prep exercise that helps with imposter syndrome before a big conversation
• How to show value before you have a long track record
• Why competing on price turns you into a commodity
• The 5 M's of marketing: message, market, media, measurement and ministry

If sales calls make your stomach drop, or you've been tempted to undercut everyone just to land your first client, this conversation gives you a calmer way to think about both. You don't have to be the smoothest talker in the room. You have to be the one who listened.

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