One dreaded statement from a prospective customer could make a salesperson turn pale. “Is this your best deal?” Or “I’ve talked to a couple of your competitors, and they can do it for less.” Or “Thanks, but we want to shop around before making a decision.”When not prepared for the price resistance, a weak salesperson may stammer, “Well, let me see what I can do.”In today’s market of intense competition, this scenario continues to replay itself. But is it really about price or is it value?DEFINE VALUEThe truth is value, like beauty, is quite subjective. It is, indeed, in the
