Perhaps no other issue is more misunderstood in the selling profession than the issue of price. For many, many years, I have given sales advice and counsel to salespeople, business owners, and CEOs who have repetitively used the excuse, “the buyer buys low price” as a cop out when they didn’t get the deal.
That belief is not true.
In the two and a half decades that I’ve been training and coaching salespeople, if I’ve heard it once, I’ve heard it a thousand times from weak salespeople, consultants, and business owners that their customers buy on price.
Sounds like, “My customers buy on price. Steve, you don’t understand. Our business is different. In our industry, it is price, price, price, price, price, price”
My study of sales psychology has convinced me that the stronger one’s belief, the more they are opposed to changing it.
Not that it can’t be done.
When giving sales advice and coaching, I have to frequently remind clients that this process takes time and requires patience on both the client and the consultants part.
Many are unwilling to invest either.
I understand their position even if I disagree with it. Truth is change is hard psychology and most people would rather wallow in mediocrity than change behaviors and beliefs that would propel them to the top of the economic pyramid.
Stay tuned. I am not finished talking about this issue…….not even close.