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The Complete Idiot's Guide to Closing the Sale by Keith Rosen

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Chapter 12
Handle the Money or Lose It
In This Chapter
• Drops in your price can lose the sale
• The real reason behind price objections
• Justify your price drop
• When it makes sense to drop your price
• You’re the one creating the objections, not the prospect
 
You say price, I say value. You say it’s your industry, I say it’s what you’re saying to your prospects. How do I know that price isn’t the only reason why your customers buy from you? Here’s why, and I’ll tee it up with a question. If everything was free, would you take it? That’s what I thought. (Besides, where would you put it all?)
The point is, if you don’t get a handle on creating your unique and compelling value proposition that gets your prospects interested, you are setting yourself ...

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