Let me give you an example. Let's say you are selling a replacement unit and the customer says they want to get a couple other prices. What would be your response? "OK! I think you should but do me a favor and give me a last look?" or would you say, "I understand your desire to make sure you get the right price for this job; I would also. But let me go over some of the questions you may have and perhaps we can reassure you of the job we'll do. If you're still not sure, then you should seek other opinions."
This always seems pushy, sort of high pressure, but the fact is all you are really doing is reducing the possibility of buyer remorse. Your job as a salesperson is to make sure that the value product or service offered is higher than the price quoted. This is selling but it is a very difficult point to make salespeople understand. We want the customer to always feel comfortable while making a decision to buy, but the fact is that many buyers will never reach that comfort zone you want them to feel.