Sure, it is easy for prospects, as well as sales professionals, to focus on price because it’s right there in black and white.  And true, our products and services do come with a price.  But the price of a product or service isn’t what the product or service actually costs.  We must show that every penny of the price is necessary, because it offers the best value and avoids the cost of alternative purchases and situations.  Cost and value are hard to nail down but are far more important figures to relate – because they include not only the price, but also the value-added service, technical support, our expertise, and all the other progress-based aspects that go along with a relationship with us and our company.  There are often ramifications from purchasing-decisions that are eventually felt within other departments.  True value shows itself over time. The challenge and responsibility of a sales professional is to relay the true costs of other choices upfront.  Buyers must see that they profit by investing their time and money with us. 

“Our prices are too high” is often the excuse heard from sales professionals as they explain their less-than-stellar sales performance.  Sometimes it’s true.  Most of the time, however, the issue is not our price; it’s articulating the true cost, and how working with us and agreeing to our price is the best value option and therefore means progress.  If prospects have a strong enough why, they will figure out the how.  If employees have a strong enough why, they too will figure out the how.  When things get tough, reminding coworkers, employees, and ourselves of the progress behind the desired actions is paramount.

Contributed by:  Dean Lindsay, Award Winning Speaker and Author of The Progress Challenge & Co-Author of Stepping Stones to Success   

Dean Lindsay, Sales and Leadership Speaker

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