5.  Price is the RARELY the single most important thing that determines whether or not we get the business.

Although pricing is an important part of a market positioning, the actual price of a product or service falls way down on the list of criteria for supplier selection.  Even in commodity industries where pricing is highly competitive, there are far more companies who make their decision based principally on other criteria.  However, price is the number one reason given to sales people for their not getting the business.  Why?  Simple.  No one wants to tell another they they don't like them or don't like their company, their values, or anything else.  If you keep getting price as an objection, make sure, before sharpening your pencil, that price is the real reason.

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