Take control of the sales call, especially on the subject of price. If you can change the customer’s preconceived notions in the first five or ten minutes, then you’ve won the biggest sales battle of all. Right up front, make it clear to the prospect that the sale won’t come down to a wrestling match over price. Quickly and firmly set up an alternative framework for making the deal. If price isn’t going to be the issue, then what is? You must sell value-added. That can be selling your exceptional service and customer support, or even the strength of your personal commitment to your customers and the quality of service provided by your company.
Never concede that your company’s service and offerings are just like your competitors. Once you do, you give away your competitive edge and ability to differentiate your services. Your job is to know how and why your service is different, why that difference is important to the customer, and how to effectively communicate the importance of those differences. You can acknowledge that your competitors do something well, but never say that you do exactly the same thing. Always make sure you can prove that your services are better and will suit the needs of the customer more successfully. Once you’ve added that value, price diminishes in importance.
Of course, a customer will always tell you that they buy based on price, but they don’t. They may believe that they do, but they really buy based on the services and successes you and your company offer them. It is your job to illustrate the differences in the services you offer and why they are important. Any salesperson can offer the customer the lowest price, but it’s your job to convince them they need YOUR services, even if that comes at a higher price.