Salespeople who sell on price are easy to beat because another salesperson can just lower their price a little more. 

If you allow competitive salespeople to make your product only about price then that will be the determining factor for your customer. 

Let me say this as clearly as I can… Professional Salespeople DO NOT sell on price. 

They know that price is merely one factor in a buyer’s decision making process. It makes no difference if it is an individual buyer, a corporate buyer, a municipal or governmental buyer, price is very very seldom the only consideration. 

People pay a certain price for a product or service in the hope that they receive value in return. 

Value is an interesting word because it has about as many definitions as there are people on earth. “Value” means something different to people based on their expectations, their past experiences, their lifestyle and their needs. 

Professional salespeople ask questions, often many questions, to determine exactly what value means to each of their customers. Then they work tirelessly to be sure their customers receive that value. 

Every person reading this, including unprofessional salespeople who believe that most people really do buy on price, have paid more for a particular product because they saw or expected additional value unavailable in a cheaper product. 

They considered the price but decided to spend more because they saw the potential to receive more in return. That “more” that they saw the potential to receive is value. 

The only way to discover what value means to your customers is to ask. Ask each one. Ask again and again because the definition of “value” changes over time. 

If you’re not asking value based questions then it’s a safe bet you’re selling, or attempting to sell, on price. That makes you easy to beat. 

Stop selling your product, sell the value it provides to your customer instead.