Selling is about uncovering needs and determining benefits. Don’t make the price you offer be the benefit your customers will remember the most.
I caught myself watching an infomercial on television yesterday and I was struck by the number of solid benefits that were being shared. The spokesperson was delivering a very compelling perspective filled with questions and benefits. However, in my eyes, the spokesperson blew it at the end by focusing extensively on the “discounted price.” He kept hammering it home, so much that all of the other benefits became secondary at best to the price point. Unfortunately, the spokesperson was setting himself up for buyer’s remorse because people were buying the item without realizing the importance the item could play in their life.
Keep the focus on the real benefits and make your price only part of the benefits / value equation. Never make price the primary benefit.