SELLING BEYOND PRICE
SELLING BEYOND PRICE By Gene Lambert “Your price is too high.” These are five words that can strike fear into the heart of many sales people. Yet it’s a known fact that the lowest priced quote most often doesn’t win the business and that low pricing doesn’t keep the customer long-term. Why? What are the key differentiating factors you must be able to communicate to your prospective customer? How do you deliver this message so the customer will fully understand your added value? Let’s take a closer look at this important issue and how to win the business and keep it, not buy it and lose it. Price, Cost, Value You’d be surprised how many salespeople believe these three terms mean the same thing. They don’t. Let’s take a moment to look at the actual definition of these important words in the world of sales: 1. Price – the sum or amount of money or its equivalent for which anything is bought, sold or offered for sale. What did I pay to obtain the requested produc