High Price Perception Is Result Of Low Value

How many calls have you gone on over the past years? The average sales person has over 800 interactions with potential clients each year. Multiply that number times the amount of years you have been selling, and the figures are daunting. Think about how many times in your years of selling that you have heard that age old objection? You know it so well, “Your price is too high.”

But alas, if people have told you your price is too high during all these years you must have surely heard also from time to time that your price was too LOW right? What’s that you say? You have never heard this? Is it possible that your price IS NEVER too low?

Although, it’s never been said to you, wouldn’t you love to hear it? The truth is your price can never be too high as long as you increase your value of what you are selling to simply match the price. Nothing is too expensive, but you may have made the mistake of not describing or packaging what you are selling so that it is worth the cost.

Do people always go cheap when they purchase things? Thankfully, the answer to that is overwhelmingly NO! This is played out everyday by everyone we know. When you bought a wedding ring for your wife, did you by the cheapest one? How about where you live? It is the cheapest place? How about your last vacation? Was it the least expensive?

Why would one person pay $3,000 for a car and another pay $100,000? After all they are both transportation and will serve the same purpose. However, imagine pulling up in front of your friend with a rusty car that leaks oil in their driveway. For some this blow to the ego would be too great. Our need to “look good” over-rules our need to be frugal.

The problem starts with always trying to make a logical case to allow people to purchase. People buy emotionally not logically. Give them an emotional reason to own the best you have to offer and you will be shocked at how many times your buyer will choose it. Do you know why? Because they deserve it and so do you.

About the author: Joe Crisara is CEO of www.ContractorSelling.com a website that helps sales professionals present their solutions to create high value that result in more income, better service and higher closing rates. You can go to the site and receive Joe’s FREE SECRET sales tip of the week. Of you can contact Joe by emailing him at joe@contractorselling.com

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