Sell Or Be Sold Chapter 6: The Price Myth
There is a lot of belief that the price of a product is what makes the customer buy it or not. This actually could not be further from the truth. Getting a sale isn’t about the money of the product, it has everything to do with the customer believing that your product is the best one for him.
If the price of your product is too cheap, then the customer might actually be scared off because they will not see much value in the product. Discovering what the business owner/customer is trying to accomplish with his purchase, and then having the ability to demonstrate exactly WHY your product can accomplish this for him is how you will close the deal. If you begin moving the customer down in the price of your product or you go off and offer him something cheaper, he is less likely to buy your product especially if he wasn’t willing to pull the trigger on the first one.
You will begin to understand that as many price objections will be solved with a price that is actually more expensive than one with a lesser price. The biggest reason why customers hesitate to buy a product is because they have most likely made a mistake buying products before and don’t want to make the same mistake again.
Prospects are never the problem, the salesperson is the ultimate barrier to making a sale.