No.22 How to sell value and avoid discounting!

Want to defeat the competition on price without discounting?  When talking to your prospect always refer to the COSTS of their current product, service or solution and the COSTS of your competition's offering but talk about the "investment" in your solution. "Currently the cost of your system is $ ............., for an investment in our solution of $...... you will be able to........".

To set a trap for your competitor talk about TCO as True Cost of Ownership not Total Cost of Ownership.  This will get your prospect examining in much greater depth the pricing that your competitors put forward as your prospect's mind set is to now look for any costs that may be hidden. 

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