Some salespeople will tell you that price is all-important and making it a non-critical issue is nigh-on impossible. Not so! I’m about to show you how you can make price a non-critical issue in any non-transactional sale.
Price is almost always a critical issue in a transactional sale. A transactional sale is one where the salesperson doesn’t have to do a lot of selling. This is because the prospect has usually decided what it is he or she wants to buy. Most commodity sales tend to be transactional in nature. In this type of sale, price is usually the key, if not overriding, factor. The farther away you move your product or service from being a commodity or transactional sale, the better your chances of minimizing the impact of price on the end result.