Avoiding Those Who Perceive Lowest Price as Value

There is one group of prospects you must avoid. There is nothing you can do for them or with them, and your time is better spent somewhere else. Those non-prospects are people who do not derive what you do as being valuable.

Perceptions of value differ from person to person. One person might never be willing to spend money on something that another person believes is worth the price. More still, some people are unwilling to spend more in a certain category—even if it is a strategic decision and even if they should invest more. Another person might find that same strategic purchase valuable enough to invest more than they currently invest to get a better outcome.

You are a good salesperson. Maybe you are even a great salesperson. What you have to sell is worth every penny, and probably worth even more than you are charging for it. The outcomes are far better than competitive offerings. All this can be true, and you will still find people who, regardless of your skills as a salesperson and the value you create, will not find what you sell to be compelling enough to pay more to obtain.

For some people, price is the only value proposition that resonates. They refuse to acknowledge the difference between price and cost even when you present it to them with unassailable proof. People like this will not make the investment they need to make to produce better results while spending money on things that they don’t really need because they are convinced that they got a deal.

You can spend a lot of time and energy selling to people who are so biased that lowest price is the only indication of real value only to fail to change their minds, create an opportunity, or moving them towards making the right investment. Your time is better spent elsewhere and with people who perceive what you do as being valuable enough to pay more to obtain. Even if these non-believers spend a lot of money in your category, your best bet is to spend time with people who believe you are worth the investment.