The price myth

Most salespeople believe that price is the impediment to customers purchasing a product, but this is rarely the case.

 

Consumers buy a product because they either love it or it solves a problem.

 

The price of a useful product they love is secondary.

 

And if someone truly loves it, they’ll pay nearly any amount for it.

 

Thus, when selling, focus on the features and benefits, not on the price.

Consumers are extremely concerned about making the right choice with their purchases, more so than the price they paid for a purchase. In fact, if someone does not wish to purchase a product, it may, counterintuitively, work to sell them an even more expensive product.

 

If the consumer believes the pricier product will solve their problem, they may buy it.

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