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How can I sell when I’m not the lowest price? I wish I had a dollar for every time I was asked that question in a sales training session.
First, let’s start with this premise: “Low price” is not the main reason people buy! In every survey of buying motivations I’ve ever read, low price is never the primary motivation. Yes, it’s important. And, when everything else is equal, it will be the deciding factor. But very rarely is everything else equal. And very few people in this world buy only on the basis of low price.