The 'price' argument

Some time ago I read a sentence that stuck with me: 'while the pleasure of a low price is quickly forgotten, the bitterness of a wrong purchase survives for a long time'.

When we think that there is even a single customer in the world who decides to buy a good or service solely on the basis of price, we are mistaken.

So if this is the case, why is it that we often receive objections or refusals precisely on the basis of price, with the fateful reply 'it's too expensive'?

Because many times it is a pretext, or because we have not been good at overshadowing the cost factor with a series of strategic and compelling advantages/benefits for the customer.

One pearl I want to leave you with to understand how we can make a value proposition and anticipate a possible price objection is the following:

"Mr Bianchi, our company has long since made a clear choice, which is to simply talk once about price rather than forever apologise for the poor quality of our service; I imagine you share our seriousness, don't you?"