Salespeople are quick to think that a price is too high for a customer and the only way to get them to buy is by cutting the price.

Big mistake!

Who are we to know what the customer says is the right price and who is to say we know what constitutes a high price?

To help me explain this, let me put it in a different perspective.   The U.S. government, along with most other governments, has been struggling with the issue of not enough revenue to cover the expenses.   This is not unlike what most people and companies face all the time.   Problem is what one person thinks is “not much money,” another person may think is “a lot.”

Example is Congress. We as taxpayers will look at something that costs a $1 billion as being a lot of money.  To Congress and their perspective of looking at the big picture, that amount is enough to keep the government going for only about 2 hours.

Think about that for a moment — we see one amount as being a lot; the other side views it as pocket change.   I’m not going to get into a discussion about taxes, government, etc.!  I am simply using this as an example to put into perspective the value of money.

Each customer you come across is going to value money differently.

Don’t you be the one to judge for them what constitutes value.  Your job is to help them see full value.  When we take the position that we know what the customer is going to value and not value, we are immediately shutting ourselves out of making a lot of sales.

Worse yet, we’re shutting ourselves out of a lot of high-profit sales.

There’s no need to discount your price just because you think it’s too high.

Copyright 2013, Mark Hunter “The Sales Hunter.” Sales Motivation Blog.

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