By Jim Logan
I recall addressing a sales team of mine at an off-site meetingseveral years ago - we sold multi-million dollar telecominfrastructure equipment. The issue of approved discountsdominated the session..."Anyone can give-away products andservices." I said. "You're in this profession and company togive us an alternative to that."
Some markets are more price sensitive than others. But incomplex sales, price is rarely the determining issue. Many salespeople hate to hear this reality and push their company tocontinually lower prices.
Price can rise in importance though when value, benefits,difference, and reason to believe are left from the discussion.
Certainly there are markets more price sensitive than others andsome companies are weaker on price than others...it doesn'tchange the reality that our job - sales and marketingprofessionals - is to mitigate price in our customer's buyingcriteria and maximize the dollar value of each sale
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