“Price matters most when the seller believes price matters most.”

"In one of my keynote addresses, I often share that:
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“Price matters most when the seller believes price matters most.”
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When I work with individual companies to improve their margins, each and every one of those engagements starts with someone emphatically telling me that their “Clients are different. They really only care about price.” After seeing results, my clients realize that most of the perception about price is borne by the seller, not the buyer.
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There are three specific steps you can take to ensure that you and your client appreciate value more than price.
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Step 1: Don’t Focus On Price
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often, the person doing the selling starts the conversation with their client about price without even realizing it.
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focus on results and value, not price.
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Step 2: You Are Not A Commodity – Recognize Your Value
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You might think that you provide the same stuff as your competitors. If your business involves human beings, you are not a commodity. The buyer may want you to think of yourself as a commodity, but unless you are simply delivering the same people (as sometimes happens with government contractors), then you are different. More important than having marketing material that says you are different, you and your colleagues need to believe in what makes your company’s products and services different. Then you can focus your efforts where that differentiation matters most. Your unique attributes often pertain to your experience rather than the general services.
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Step 3: Find Impact Together
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When speaking with your client about the issue they hope to solve, recognize that the “issue” is the tip of the iceberg. In our research we know that customers make buying decisions when they appreciate “What problem you solve and why they need what you offer.” While discussing their issue (for example, hiring a new IT provider) might uncover what problem they are trying to solve, we don’t yet know “why they need it.” To uncover the magic of why they need it, you ask questions like “What happens if six months from now you still haven’t solved this?” If they cannot convince you that this Issue has enough Impact associated with not solving the Issue, then it might not be worth your time to pursue the opportunity. If you are more passionate about solving the issue than your client, bring your wallet…you’ll have to pay for it.
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When you avoid bringing up price, when you recognize your value, and when you find impact together, you’ll carve out a niche where customers appreciate value over price. And the next time you think that your customer is focused on price, step back. You might be the one concerned about price."

Trechos retirados de "What To Do When Customers Only Care About Price"