Value trumps price. No price is too high if the customer sees value.

I’m a firm believer in this on the simple premise that people will always believe things are too expensive, but they believe that only because they don’t realize or appreciate how the item or service is going to benefit them. This is why it’s imperative for you as a salesperson to understand what the customer really wants. Regardless of what you’re selling, if you fail to get the customer to state why they want to buy and how they expect to benefit from it, you stand very little chance of closing the sale. The value is in what the customer believes, not what you, the salesperson believes. This is why it is so important for the customer to state why they want to buy and what they expect to gain from making the purchase.

Don’t ever back off your price, because when you do, you will forever be sacrificing profit. A better approach is to accelerate the quality of your questions to help the customer see and understand why they will want to do business with you.

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