Putting "PRICE" in Its Place

Article Date: August 28, 2006

"Price" almost always comes up.  When it does, we need to be rock solid; otherwise, the buyer will either assume there is wiggle room or that we don't believe in our product/service's value.

My favorite way of quickly disarming a price objection is to move the focus to value, or to the larger stakes involved.

"Mr. Shmooze, your consulting fees are pretty high." (Say, $30,000.)

"I understand.  There is a lot at stake here.  An increase of sales in the 10% range will mean an additional $3 million to your top line revenue."

Sometime we need to remind our buyer of the bigger picture and of the leverage they can generate by deploying our goods and services.  It's not just about
"price." It's about value... over the long haul.

Return to archive