The main reason salespeople get hung up on the price question is their inability to see the difference in their offerings from the competition’s. It requires the ability to see the perceived value added by the organization they represent. How is this understanding developed? It should be part of the sales training of all salespeople, new and old. It is amazing how many people who have been selling for a long time do not have this understanding.
When we look at many of the items we sell that others in the market also sell, we feel we have to match price in order to sell our products. The real difference is what we offer as wholesalers or contractors that separates us from one another. I call it our “brand name difference” or our “value added services.” Without a complete understanding of the worth of this difference to customers, we run the risk of selling the same brand products at the lowest market price. This means that if they try to match the price, most of the companies in the market are going to have a hard time staying in business or making a profit.