By the time you write the price into a proposal, you should already know the number and why it's right. That comes from value, not from fear. If the business case says the fix is worth far more than the price over the payback window, then the price isn't a risk to defend — it's a bargain you can prove. Price on value first, and the negotiation that follows starts from strength instead of apology.
Anchor the price to the value you proved
Before you name a number, be able to answer: what is this worth to them over the payback window, and where does my price sit inside that? When you present the proposal, lead with the value, then state the price as the cost of capturing it. "The case we built shows this pays for itself in X months" is a price a champion can defend; "our price is..." with no anchor is a number they'll pick apart.
Scope is the price's best friend
An unpriced-scope proposal is a discount waiting to happen. Be explicit about what's included, what's not, and what anything extra costs. When scope is clear, the price means what it says, and you're not negotiating against your own ambiguity later.
The discipline of not discounting to yourself
The most expensive mistake AEs make is discounting before the buyer asks. Don't lower the price to preempt an objection or to "make it easy." If you discount, make it a trade — price down, term or scope concession in return, and only within what you're approved to give. Every concession should cost the other side something real, or you've given away margin for nothing.
Where this ends
This lesson gives you a defensible number; the actual back-and-forth is its own skill. When the buyer pushes on the price, you'll be ready — that's the negotiation module that follows. For now, get the number right, keep the scope honest, and you'll walk into that negotiation holding value instead of hoping.
Start here
The price is down on paper. Sending it is not the end — the next lesson is the discipline that decides whether it comes back signed: what to do after you send the proposal.