**By Gary Harvey Article
A dangerous sales myth: It’s all about price – That’s just an excuse for losing a sale
“Selling is not all about price! This is a rampant excuse that sales people use to explain away not getting a deal. Low price is not essential to closing a deal. Does price matter? Of course it plays a role: however, it’s only essential if salespeople allow it to be. Price becomes essential when we haven’t provided anything else as criteria for buying. In other words, price is essential when we haven’t sold any value. Pricing is only a component of the sale and can’t be allowed to be the predominant one.
It’s not unusual to lose a deal and find yourself thinking, “If only my price was lower, they would have gone with me.” In most cases, that simply isn’t true. … As salespeople we are living, breathing, and speaking ways of adding value to a product or service. To use price as an excuse is equivalent to saying, “I utterly failed in this sales process because I was unable to show any value in my product or service to the prospect.”
Bring value to the solution to solving what I call the prospects “pain”, and not sell on price. Ask questions and discover the compelling reasons why someone wants or needs your product or service to solve that “pain”. Price will not be essential if you sell a solution to that pain.” - Article
