Is Cheaper Always Better?
If your customer says this, one of three things have happened:
👉 You didn't ask enough questions, so you weren't able to demonstrate your value (and thus justify the higher price).
👉 The competition came in after you, and undercut you (and since you didn't demonstrate value, this tactic worked)
👉 You really ARE more expensive, and the customer doesn't need all your bells and whistles.
Cheaper isn't always better. One time, I did a podcast with the Director of Technology and Biomed Services at a huge hospital chain, and he said one of the biggest mistakes sales reps make is assuming they should be the cheapest. He explained that sometimes the value a product brings is worth the extra cost, but it's YOUR job to illustrate this to the customer.
Ask questions. Wait. Not just that. Ask the RIGHT questions and you'll be able to paint that picture for them that shows why your value is worth the extra cost.
