Sales is a value conversation.

Sales Person:

Do you see value Mr. Customer?

Have I demonstrated enough value that you’d like to buy?

Does the price of my product offer enough value for you to invest?

The Customer:

Yes

or

No

It’s really that simple.  This is a good conversation. The customer has a choice. Everything else is part of the dance.  Sales is a value discussion and when both parties are looking to genuinely establish value, it’s a good discussion.

Sales Person:

Do you see value Mr. Customer?

Have I demonstrated enough value that you’d like to buy?

Does the price of my product offer enough value for you to invest?

Customer:

Your prices are too high.

It’s just too much.

I saw it cheaper else where.

I don’t pay “list” price.

You need to be cheaper.

This is a shitty conversation. It isn’t about value.  Don’t engage in these types of discussions. The customer isn’t interested in value. They are interested in “cheap” and unless cheap is your game, get out.

As much as you have an obligation to show value, customers and prospects have an obligation to look for value.

Anything else is a wast of time.