Price-based Selling

Q: How do I compete with people who only sell on price?

A: This is a great question. Sometimes when we try to sell orders to first-time customers, they are more concerned with what we’re going to charge than with the purpose of the promotion or other pertinent facts. Obviously, we want them to pay what is shown in the catalog, so we have developed a clever reply to price-oriented questions. We say, and I am not kidding, “What would you like to pay?" Nine times out of ten, their reply is, "A fair price." With that response, the door is now open to tell them that the price shown in the catalog is fair.