Ask yourself a question. What business are you loyal to and why? When I have asked this simple question to thousands of my students, I hear statements like: "They remember my name", "They listen". "They know what I want and need", "They go the extra mile". Not a single person has said "They had the lowest price!" Amazing isn't it?

It would seem from this informal survey that the key to loyal and repeat customers who recommend you to their friends and family is NOT the lowest price. Why as sales people do we spend so much energy in the "lowest price" game? Because that is what it is...A game. The customer comes in and says "Give me your lowest price!" And if you fall into their game plan they have derailed you from your real job which is to build value.

Think about it...If you offer the "lowest price" isn't there somebody somewhere that can offer a LOWER price? Probably. And there is no way to win with a price shopper. They will leave you the minute that someone else offers a lower price.

Customers play the price game because they don't want to feel stupid. Nothing is more upsetting to a customer than the thought (or the reality) of someone savvier at negotiating, getting a lower price. If your price is