Selling Today: Partnering to Create Value, 14/e
by Gerald L. Manning, Michael Ahearne, Barry L. Reece
Concerns Related to Price
Price objections are one of the biggest obstacles salespeople have to conquer.33 There are two important points to keep in mind concerning price resistance. First, it is one of the most common buyer concerns in the field of selling. Therefore, you must learn to negotiate skillfully in this area. Second, price objections may be nothing more than an excuse. If you are selling a product or service to a transactional buyer, price may be the primary barrier to closing the sale. When people say “Your price is too high,” they probably mean “You have not sold me yet.” In the eyes of most customers, value is more important than price. Always try to position your product with a convincing value proposition. Customers who perceive ...
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