Price Issues Start with Your Head

As children, we often found ourselves shushed by our parents when asking about money matters. It was deemed impolite or simply none of our business. But those early lessons about money linger into adulthood, shaping how we approach financial discussions. In the world of sales, where price negotiations are integral, understanding these dynamics becomes crucial.

Hi, I’m Walt Gerano, and today we’re delving into the barriers that are blocking those tough conversations about money. Here’s a fundamental truth: people are willing to pay more for perceived value. After all, if price solely controlled decisions, we’d see Mercedes drivers cruising in Ford Fiestas.

But here’s the catch: if you opt to compete solely on price, you’ll inevitably lose out. Selling based solely on price creates a vulnerability to cheaper alternatives. Moreover, the digital age has revolutionized how consumers perceive value and gather information. Gone are the days where salespeople held all the keys; now, consumers can access product details and compare prices with a few clicks.

In this landscape, simply being a middleman won’t cut it. Customers won’t pay a premium unless you offer something truly special. With the internet at their fingertips, they can always find a cheaper option elsewhere.

So, how do we navigate these challenges? It starts with recognizing that price objections are inevitable. Instead of being taken aback, anticipate them. Focus on demonstrating the unique value your product or service provides. Show how it solves their problems or improves their lives in ways competitors can’t.

Additionally, shift the conversation away from price alone. Emphasize the overall value proposition, highlighting benefits beyond the cost. Educate prospects on how your offering aligns with their specific needs and goals, making it worth the investment.

Ultimately, success in sales hinges on mastering the art of value communication. By addressing price objections head-on and showcasing the distinctive advantages of your offering, you can navigate the complexities of the modern marketplace with confidence.


From Walt Gerano, Sales Development Expert
Anthony Cole Training Group


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