If Price Really Matters

By Lee B. Salz

Sales people have always had a laundry list of excuses that keep them from being able to sell today. Yet, is there any excuse more infamous than the price one. "If we just lowered our price, I could sell a ton of this stuff." Oh really? People buy primarily-based on price? Well, if that's true consider this.

If price really matters

•  Everyone would buy generic drugs
•  No one would have cable or satellite television
•  The seat every fan fights for would be the last row in the stadium
•  Satellite radio wouldn't have over 15 million subscribers
•  No one would own a Bose product
•  You would get your drinking water from a faucet
•  A Yugo would be in your driveway
•  Nordstroms would be empty
•  Everyone would shave with a single blade razor
•  Starbuck's wouldn't have poured a single cup of coffee
•  The only food in your kitchen would be supermarket brand
•  The toilet paper in your bathroom would be single-ply sandpaper
•  And you wouldn't have any clients!

After all, someone bought from your company. Not just one person, lots of people have bought from your company. Remember this the next time you let yourself argue that you can't sell because of price. It isn't the price. It's your ability to demonstrate value to prospects. And, people will pay for value. You've just seen evidence that they do, even in your own backyard.

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