A salesperson once told me that he never sold on price — the way he differentiated from his competitors was by selling his value. But then I listened as he cold-called a prospect and asked for the opportunity to quote on his next project.
I know very few salespeople who would admit to a low-price-based selling strategy. Unfortunately, I know far too many who lead with price, which reinforces many buyers’ belief that they should buy their printing, graphics and signage from whoever offers them the lowest quote. We’re an industry that wants to be about value, but in practice, we have a disturbing …