The Price Myth: Understanding What Really Drives a Sale – Insights from Sell or Be Sold Chapter 6

In Chapter 6 of Sell or Be Sold, Grant Cardone challenges a common misconception in sales: that price is the primary reason people don’t buy. In fact, nothing could be further from the truth. According to Cardone, price is almost never the real concern for buyers. Instead, the true issue is whether the product or service will solve their problem and meet their needs.

Cardone shares an eye-opening experiment where he lowered the price of one of his seminars, only to find that it had the lowest attendance in twenty years. This highlighted an important lesson: when the price is too low, potential buyers may perceive the product as having little value. On the other hand, when buyers truly love a product and believe it will solve their problems, they will find a way to come up with the money.

The real challenge in sales, Cardone argues, is building love and confidence in the product. Buyers would rather pay more for a product that they are certain will meet their needs than pay less for something that doesn’t offer the same level of assurance. It’s not the price that deters them but the fear of making the wrong choice or buying the wrong product.

Cardone also points out that the real barrier to a sale is not the prospect—it’s the salesperson. Salespeople must ensure that the product or service they offer genuinely solves the prospect's problem. When you have a product that creates confidence and is the right solution for the customer, closing the sale becomes inevitable.

Ultimately, Sell or Be Sold teaches that your focus should not be on lowering the price to close the deal, but on offering a solution that buyers will truly value and trust.