Price management and price psychology are related to each other. Companies often transform from a sole entrepreneur into a large company with multibillion-dollar contracts at stake, subject to both price anxiety and on the other hand price confidence. For example, when the buyer knows that the seller will win a deal at any cost, the seller will get it at any cost, meaning that the price will go down.
Price strategy and psychological factors are intertwined. As companies evolve from solo ventures into massive enterprises with significant contracts, they experience dual pressures: anxiety about pricing and confidence in securing deals. This dynamic can lead to price concessions when a buyer is certain of the seller's success.