Smooth as silk salesman who sells other stuff that the competitor omitted in their bid when added is showing what a tremendous value you the customer are getting even with the additional cost. Company X has offered to show you the secrets of competitive bidding for $200.00 and I can match that as soon as you let me see the written bid and what it entails. ( I read it ) Okay Mr. Peterng, I see that they are offering you an "okay" deal here but they have totally missed the mark on the importance of establishing a rapport with your customer, you see this is critical, CRITICAL, for you to make that transition from a money losing sale or one where you help the customer realize the importance of needing the additional work, at a very fair price, and I can offer this vital information to you as well as match that competitors bid for only $250.00! Wait!? $250.00 you say! That is more! What you need to realize is that they cannot offer you a better deal than that. ( Company X cannot because they will be going back on their word. Think about it: they told you 200 for "this" and now they are going to say they will offer everything I will for say $220 to $230. This undervalues what they originally offered which means to you as a smart customer, which I know you are, can say why not give me the original deal for $170 to $180?
BUT WAIT! I can give you an even better offer! Peterng if you act now I can also give you, at a modestly discounted price, the sellers guide to ..... blah blah blah.
Starting to get the picture? Or did I leave you more confused?
Salesmanship, salesmanship, salesmanship. It's all part of the dance, just some customers are wallflowers no matter what you offer them!