Paul shares three reasons why buyers focus on price. 

Show Notes:

Are buyers really the ones focusing on price? Our research shows that sellers make a bigger deal out of price than customers. 

Salespeople shouldn't have pricing authority because they will agonize over what price to charge.

"Customers focus on price because sellers train them to focus on price. Buyers know if they ask for a discount, there is a 75% chance they're going to get it."

Buyers are fearful of misusing their finite resources. They all have limited budgets or limited funds. Show the buyer how your solution leads to more of the resource they're fearful of misusing. 

Buyers object on price when there is a perceived lack of equity. It must be fair!

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