'Best' Price Customers

Q: I want to get beyond price selling. We are good at being creative; however, the majority of our customers seem only to be interested in the "best" price. What can you tell me about how I can deflect customers' price focus?

A: It may sound simplistic, but call on customers who are essentially different from the ones you are currently pursuing. The best way to get beyond price selling is to find customers who are interested in service and quality, not just price. There are plenty of people out there who still appreciate creativity, and are willing to pay for it. Beating your head against the pricing wall is a sure formula for disaster and frustration. Instead, use the time you are currently wasting on futile price-based customers to find the "creativity" types that are like you. They are out there, especially at companies you never thought had a need for promotional products.