Are you hearing the dreaded “we went with somebody else who was cheaper” too much lately? The brutal truth, if you’re always competing on price, it’s because there’s no discernable difference between you and the competition. If you feel like you’re always competing on price, it’s because price is the only relevant variable that you’ve given your prospects to consider. There have been no additional parameters, or relevant issues introduced, to educate your prospects as to what really constitutes the best value when it comes to buying what you sell. From the prospects perspective, all things appear equal, so they
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