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omers to inquire about opportunities for low-income people. If we offer too much at low prices or pro bono, we may end up out of business. Then we cant help anyone! Sell on value, not price The key benefit of our product or service should not be having a low price or the lowest price. This turns our product or service into a commodity (as in the Vlasic pickle story), which is something to be avoided at all costs, no pun intended. We will do best to sell on value. Lowering our prices may result in competitors lowering theirs, so we gain nothing and actually lose. As Bill Caskey wrote in Same Game, New Rules, The real question is not "what's the price?" although that is what the prospect asks. It's really, 'Is there value in changing from my current situation without this product?' ?/p>
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