The next time your sales prospect tells you your PRICE is too high, ask the following question:

“I can understand your need to get the most for your money, what criteria is important to you to determine you’re getting the best VALUE?”

Whenever a sales prospect tries to corner you on price, get them to discuss the criteria they use to determine value. They always respond back with a set of unique criteria that’s important to them such as service, delivery, quality, customer satisfaction, etc. That allows you to minimize price and talk about other sales criteria that’s important to them.  

Contrary to what prospects say, when it comes to closing the sale, price is rarely the reason they do not buy. If you don’t believe it, look at the car they drive, where they live, where they dine, what they wear. Their buying decisions are almost always based on value.