Today, Jon Bryant & Michael Murray discuss the five words no painting company ever wants to hear: “Your price is too high.” They explore 3 reasons that price objections can occur, how sales reps can handle these situations, and how to avoid getting this response in the first place.
This episode emphasizes the importance of price conditioning and having budget conversations early on in the sales process. The hosts discuss the customer's perspective and emotional response to price (i.e., sticker shock). And finally, they highlight the need to focus on value-based selling throughout the entire sales process and why it's so important.

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