how to get rich and how to make money from sales_57

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_{When was the last time you made a purchase solely based on price? You haven't and I doubt you ever will. Your customers don't either. Yes, I certainly agree that price is very important, but it's usually six or seven down the list of importance. Variables within the purchasing decision that may precede price include size, color, delivery, warranties, availability, after-sales service, quantities, terms and conditions, and so on.}

_{Price objections are the easiest and most common—they have become a very natural and predictable part of the call. Sales entrepreneurs expect them. It's as if customers have been trained or conditioned to raise the price objection during every sales call. Part of the problem is that the retail community bombards us with advertisements and promotions focusing on price. We've all heard "We won't be undersold," or "Our price is the lowest, it's the law," or "If you find it cheaper we will pay you twice the difference." Every time you pick up the newspaper, read flyers, see TV commercials, listen to the radio, or stroll through your local mall, it's PRICE PRICE PRICE. No wonder when we arrive at our customers' offices they scream, "WHAT'S YOUR BEST PRICE?" Simply respond by politely asking your customer to refrain from watching TV commercials, reading newspapers, or listening to the radio ever again. It seems to be more of a conditioned, automatic response than a legitimate concern.}

_{"You get what you pay for." This cliché has been around for decades but the message seems to be overlooked by some customers. There will always be customers who have convinced themselves that a low price is their number one priority. However, my sense is that more and more customers are appreciating that price is only one small component of the sale. To support my point, I share with you a comment from economist John Ruskin.}

_{It's unwise to pay too much ... but it's worse to pay too little. When you pay too much, you lose a little money . . . that is all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do. The common law of business balance prohibits paying a little and getting a lot—it can't be done. If you deal with the lowest bidder, it is well to add something for the risk you run. And if you do that, you will have enough to pay for something better.}

_{John Ruskin}

_1819-1900

_{What impresses me is this was written before 1900. The rationale underlying his theory hasn't changed in 100 years.}