14Deal with Price Professionally
Men who accomplish great thingsin the industrial world are thosewho have faith in the moneyproducing power of their ideas.
— CHARLES FILLMORE
Price is seldom the reason for buying or not buying anything. Sometimes I ask my sales audiences if they would like me to prove this claim. I then ask them, perhaps one thousand participants, “Is there a single person in this room who has a single item about their person that they bought solely because it was the cheapest available?”
No one ever raises his or her hand. The point is clear. Many factors go into the buying decision, and of course price is one of them. But price is never the main reason. The main reason is always something else. Your job is to find it and deal ...
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