Lower the Risk, Not the Price.(achieving effective sales)

Your customers make purchases based on value, price and risk. What is risk, and how does it affect the purchasing decisions made by consumers? "How can I sell when I'm not the lowest price?" "How can I keep my service customers when a competitor is promoting lower rates?" I wish I had a dollar for every time I was asked that question in a sales training session.

These are certainly the most common questions I hear coming from professional sales and service dealers. There are a variety of answers -- too many for just one column. But, we can ...

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