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Why Your Dream Client Wants a Lower Price | The Sales Blog

It is easier to find a lower price than it is to make the changes that improve your performance. This is why so many of your prospective customers are laser-focused on price.

It’s easier to find someone to reduce the price you pay than to change what you believe. It’s easier to believe that your vendor, your supplier, your partner, or your whatever isn’t doing the job that they should be. This belief is reinforced continually by the salespeople who promise to deliver better, faster, and cheaper. Real change requires that you first believe that a lower price doesn’t deliver better results and the real issue is something else.

Finding a lower price is easier than investing more in the outcome you need. You don’t have to have the messy, complicated internal conversations. You don’t have to justify the greater expense. And you don’t have to deal with the risk, especially the personal and professional risk that you take by recommending dealing with the real obstacle to greater performance. Real change often means increasing the investment you make in the outcomes you need. Cheaper is easier.

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Why Your Dream Client Wants a Lower Price.

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