10/16/2026
OUR FIRST EVER 6-STAR BOOK REVIEW. ββββββ
Every so often, a business book comes along that deserves more than five stars.
Priced to Win by Victor Antonio is one of them.
TEMA Founder & CEO Karl Gibbons has known Victor for many years, heard him speak many times, interviewed him numerous times and shared the stage with him. Victor also contributed to Karl's book, Quit & Get Rich: Fix It in 5, and he considers Victor the best sales trainer in the business.
But that's not why Priced to Win earns TEMA's first:
ββββββ 6/5 RATING
It earns it because Victor tackles one of the biggest profit killers in business:
DISCOUNTING.
Victor's 5-15-15 rule demonstrates how a seemingly harmless 5% discount can reduce profit by around 15%. At a 30% gross margin, that 5% discount produces a 16.7% hit to profit.
Yet salespeople hear this every day:
"Is that the best you can do?"
And too often they immediately start negotiating against themselves.
Victor's argument is simple and powerful:
Discounting often isn't a pricing problem.
It's a behavior problem.
Buyers have been trained to ask. Salespeople have been trained to cave. And sometimes management reinforces the behavior with pressure to close the deal.
The difference with Priced to Win is that Victor doesn't simply tell you to stop discounting. He shows you what to do instead, with practical tools including the 4Q Framework, eight countermeasures to price pressure and the No Discount Operating System.
Victor was also ahead of the curve on AI. Years ago, Sales Ex Machina explored how AI would change selling. Today, buyers arrive with more information, research and technology than ever.
That makes your ability to communicate and defend value even more important.
Victor puts it perfectly:
"Anyone can sell on price; few know how to sell and stand on value."
At TEMA, we've been saying for years:
Sales are vanity. Profit is sanity. Cash flow is reality.
ββββββ 6/5
A MUST READ for every entrepreneur, business owner and sales leader.
Priced to Win launches November 10, 2026, but you don't have to wait.
Pre-order your copy now:
https://www.victorantonio.com/priced-to-win
Congratulations, Victor.
You've officially broken our rating system!
OUTTHINK β’ OUTWORK β’ OUTGROW
In Priced to Win: The Sales Leader's Framework for Closing Deals Without Caving on Price, Victor Antonio, a globally recognized sales authority and former President of Global Sales and Marketing, reveals why discounting is a behavioral reflex rather than a pricing strategy. Drawing on behavioral sci...