Price is the ONLY issue ...

No. It's not.

Today my usual first response when a potential buyer asks for our cheapest alternative, after squinting to look in the parking lot, is: "I don't see a rusted '87 pickup truck in your parking space." Smiling, of course. I also might ask, "So you ONLY sell the cheapest of the cheap?"

Prospects use price as an equalizer when they have no other way to judge an offering (and who's fault is that?). Buyers will say, "It's all about the price" even when they know good and well it isn't. It's just a defense mechanism and 90% of buyers don't even realize they're doing it because PRICE PRICE PRICE is drilled into their heads from day one.

It then gets drilled into seller's heads by buyers and by their sales managers. If a buyer even remotely stalls, the first thing I see salespeople ask is, "How's our pricing look to you?" I hate it when that happens.

Every time you've been tempted to say, "I could sell [X] to [customer] but [competitor] is cheaper than we are. I can't even get my foot in the door" you've fallen prey to that type of thinking.

But, was price the ONLY issue:

• When you bought your home? If so, you must have the cheapest possible house in your city. But you don't, do you?
• When you bought your car? If so, you must have the cheapest possible car on the road. Again, you don't.
• When you last went out to a restaurant? I suppose you bought only the food from the "dollar menu" at a fast food restaurant, right?
• When you decided where to go on vacation? If so, you must have the spent the week at your in-law's house and went to the free museum and the park.
• When you bought make-up, or had your hair styled, or bought your clothing, or decided on your furniture, or replaced your flooring, or bought a new cell phone, or selected a new watch, or purchased a new television, or remodeled your kitchen, or purchased new shoes, or bought a new washing machine?

Price is a component, but it's almost never the main issue. Granted, if someone offered to sell you a new Citation V Twin Jet for only $3 million in cash ... today only ... sure, price may be an issue. I don't have $3 million in cash sitting around either. But that's a hypothetical situation. You and I don't live in a hypothetical world.

Price is an issue when there isn't enough value. No one wants to overpay for anything. Price is the issue when the problem isn't worth solving ... or the prospect doesn't even think one exists. No one wants to throw money away on a problem they don't believe exists. Who does?

Price is the issue most often in the salesperson's mind

Several years ago I inadvertently used an incorrect multiplier when quoting a customer who demanded a price immediately. My mistake actually INCREASED the cost of the project by 29% but I believed it was the lowest possible number I could offer and I figured, what the heck...I'm probably not selling this one. I was back on my heels but as I regained control and steered our conversation away from price and back toward the customer's needs and how we could eliminate the frustrations he was experiencing, his mood changed, and he began talking about how nice it would be once things were completed.

"What do you mean when you say 'how nice it will be'?" I asked.

"I'll finally be able to sleep at night." He replied.

"This issue has been keeping you awake at night? That must be frustrating." I reasoned. He nodded his head. "What would you like me to do?" I put the ball in his court.

"Let's get this implemented as soon as possible." He lowered his voice and said, When can you start?" He leaned forward.

"Are you sure we're the best solution for you and your company? I wasn't sure you were leaning our way." I attempted to pull back to see what he would do, relaxing in my chair and leaning back a bit.

"Of course I am. I'm a very decisive person and I'm ready to get this project rolling." Yes, he was pretty demanding.

"Would you mind telling me exactly what I missed? I'm sometimes so enthusiastic about our solutions that I talk too much and fail to listen."

He began explaining how our specs and ability to implement were exactly what he was looking for. Then he dropped the bomb.

"And your price is lower than I anticipated ... "

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