The Price Myth

March 19, 2012 1 Comment

Survey all of the salespeople and entrepreneurs in the world, and you’ll find that most believe that price is the number one reason people don't buy their product or service. This is absolutely not true!Sales are lost because people within the company INCORRECTLY believe price is the reason customers do not buy their product. Earning business is ultimately about getting the buyer to fall in love with the product and/or getting the buyer to have complete and urgent confidence that the product or service offered will solve their problems better than any other! If you want a successful career in sales or a successful company, you must completely dismiss the idea that price will sell a product! Price is not your problem to solve, but should be the customers problem to solve! Your problem is to get people to fall in love with your product to the point that they don’t want to spend another second without it! If you are selling a service or product that doesn’t inspire that "love factor," then you have to make the buyer so confident in your product that they want to pay your price because they believe that it will improve their company or solve the problem that they want solved! Even remotely entertaining the concept that price is the reason people don’t buy will result in failure! It is critical and vital to an individual’s existence and a company’s survival that this false belief about price be removed from the culture or the company will cease to exist!

1 Response

Joe Wisdom
Joe Wisdom

July 02, 2017

I am currently on Mastering Objections University. It is a game changer! I started a little over two weeks ago, and in two weeks, I ended the month of June with more sales and more business written than the months of April and May put together!!! I routinely go over the price myth module!
But it leaves me at a crossroads…my company’s proposal and negotiations system is built entirely around dropping price. The owner of my company has even said during Skype sales meetings that he doesn’t want anyone ever making a sale at “100% of list” because the “customer will talk to someone else who also has our product and will feel like they got screwed over and ultimately cancel”. My sales the last two weeks have all been 100% of list, and none of my customers has canceled. I’m also not turning in “marketing incentive” forms (our price drop gimmick) anymore, and I was finally questioned about it by my sales manager. I explained that I am not Walmart; my windows aren’t Walmart; my warranties aren’t Walmart; my superior care and bend-over-backwards customer service aren’t Walmart; my company and the individuals in it most absolutely are NOT Walmart; my products are therefore worth EVERYPENNY!

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