Your Customer Doesn’t Care About Your Price

price tagYour customer doesn’t care about your price as much as you think.

Some of you reading this are looking to argue this point with me and I’m fine with that.  Let me share with you my perspective and then I’ll  be anxious to hear your perspective.

Customers don’t care as much as salespeople think they do because we, salespeople, tend to have far too many voices in our head telling us our price is too high.  The voices are quick to say how the sales we’ve lost are because our price was too high.

Customers aren’t looking at price as much as you think.

Remember, customers are looking for benefits first.

They aren’t looking to spend money just to spend money.  The money they are going to spend is going to be in relationship to what they’re going to gain.   Let me put it another way: The more gain the customer receives in comparison to other options, the more they’ll be willing to pay.

My belief is that if we as salespeople put more focus on helping the customer see value, there would be less need for us to spend time worrying about our price.

The other thing that would happen is that if we focus on the benefits the customer is looking for, then we are going to see better the value we bring. In turn, we will feel the price we’re requesting is not a stretch at all for the customer.

Approach your next sales call as if the customer doesn’t care about price at all.  This perspective will shift how you think and give you a huge increase in confidence.

As a result of changing your perspective, you’ll be in a better position to help uncover benefits.   The effort salespeople spend defending their own price in their mind winds up spilling out in customer conversations.

Start embracing the perspective that your customer doesn’t care about your price and see what happens.

For those of you who want to challenge me, I welcome your opinion. I would appreciate hearing from you, because this matter of pricing is of vital importance as we succeed in helping our customers.

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

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4 thoughts on “Your Customer Doesn’t Care About Your Price”

  1. Nice article sir but my question is that in order to deliver the value that you, as a sales rep would want to, customer has to be at a level of understanding. If he’s not, then other things like price, become the deciding factors. What can be the approach in such cases ?

  2. I completely agree with you.

    Dan Kennedy was the first I heard talking about breaking the chain in your head between product and price.

    As a result I have increased my fees twice in the last 10 months without any impact on the number of people who want to do business with me.

    Looking back, it took me more than 5 years to break the chain in my head.

  3. I remember my manager some time back forwarding this post to the entire sales floor. Our sales environment affords the salespeople the opportunity to put as much profit on a sale as they feel they can sell it for. So many times, we would find ourselves dropping our pants unnecessarily or too early in the sales process. I’m the sales manager of the floor now and I continue to train based on the principles in this article.
    Great post!

  4. I agree, especially with professional service fees. One of the best pieces of advice I received is “your fee is in your head” – what do you believe you are worth? What can you congruently tell someone when they ask how much you charge? Can you document your value and share it persuasively in a sticky story?

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