We often assume customers are price-sensitive when 85% of them are not. Sadly, we’ve trained many of those 85% to be price-sensitive by being too quick to negotiate rates, by offering less than remarkable service and by not building relationships. If customers were price-sensitive there would be no such thing as Starbucks Coffee. Bottled water would be non-existent and Disney World would be nothing more than an idea that never got off the ground.
Bottom line… if you’re getting the price objection more than 15% of the time, your customers aren’t objecting to price they are objecting to the relationship and your service. Build the relationship, be remarkable and the so-called “price” objection goes away.
