Match your pricing to your promises
We've all had the hyped up presentations, where the salesman promises us the Earth. Then we find their pricing is lower than that of most competitors. How does that make us feel about the product?
Most of us will think, “There’s something wrong here, I’ve heard all about how wonderful the product is, and yet the price is so low. It can’t possibly be that good if it is so cheap.”
At the very least, we will investigate a lot more before we buy. At worst, we’ll decide to avoid the product in case it has something seriously wrong with it. Ultimately, most of us are sophisticated buyers – we know that things that have value come at a price.
In your sales presentation you are setting customer expectations about your product or service. You also set expectations when you set your prices. It is really important that those expectations match up – otherwise you will lose customers that otherwise would have bought from you.
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