What is a good way to counter offer an offer that seems too low to your standards?

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Account managers in our office take a few different approaches to this. For me personally, prior to an offer I try to figure out what their pain points are and how that’s affecting “xyz”. If possible, I like to recommend solutions that differentiates myself from any alternatives. If an offer comes in lower than expected, reiterate how your recommendations will bring value to their business and how that would justify your counter offer.

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