Price v$. Value: How to Avoid the Cost Trap

What do you do when  a sales prospect immediately asks you, “What’s your price?”

We need to find ways to manage this sales conversation. Otherwise we are forced down that ugly rabbit hole called PRICE. When this happens we typically lose.

We need to take charge of the sales call. We do this by coming back with a strong response. For example, relay to the prospect that your company offers many choices and options. Then tell your customer the following:

So I can address what’s important to you, tell me:

1. What is prompting your interest?
2. What are you hoping to accomplish?

As a result, you’re shifting the sales conversation from price to value. That’s what ultimate sales pros do.

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).