Paul discusses some techniques to safeguard your customers from the lure of cheaper alternatives.

Show Notes 

Focus on the unknowns your customer may face with a cheaper competitor. Will they have the inventory, the service, the quality?

Highlight what the customer would lose by going with the cheaper alternative (i.e., your reliability and knowledge).

Social pressure carries a lot of weight. Utilize your internal champions and influencers to remind the customer of why they went with you in the first place.

Being customer focused means acting in the best interest of your customer. This may mean helping them get out of their own way.

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