Chapter 23

Buyers Want to Pay More, Not Less

After almost two decades of training salespeople, I have become convinced that price concerns salespeople more than it does the people to whom they sell. I'll go even further than that—I think that customers who may be asking you to cut your price are secretly wishing that they could pay more for your product. Please hear me out before you dismiss this as being ridiculous. First, realize that extravagance is a matter of perspective. What you may think is a great deal of money may seem like a bargain to the buyer.

When I was in my early 30s, I was the merchandise manager at the Montgomery Ward store in Bakersfield, California. Although Bakersfield was not a large town, the store ranked 13th in volume ...

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