How many times have your prospects raised a price objection?

....and how many times have you been tempted to drop your prices to gain more business?

The problem is, and if you've ever been involved in a price war with your competitors you know what I am talking about, that in the long run nobody wins, not even the customer.

You will never win a price war because, no matter how low your prices are, sooner or later someone willing to work with lower margins (and perhaps lower quality) will enter the market.

The customer won't win because ultimately they will get what they pay for, and good quality and cheap prices rarely go hand in hand.

So, how are you supposed to put this lose-lose battle to an end?

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