Here is an excerpt from my book chapter:
Price is always an interesting issue with current customers. What’s important for you to know is do they see the value they’re getting for the price they’re paying? If not, you need to find out why. When prospects use the price objection during negotiations, it’s not the price they’re objecting to. It’s the fact that they don’t see value equal to that price. If your current customers feel they paid a fair price for what they received, then you have a good value proposition. A marketing campaign that draws the ‘best’ buyers in as prospects will help your sale people sell your value proposition. In the end, attracting the right buyer will bring someone who understands your value proposition and is willing to pay top dollar for it. It will greatly eliminate the need for discounts. Something every business owner wants to hear!
