As a sales professional, please realize the difference in selling value vs price. If you are selling a value-based product against a price-based product, trying to compete on price is a recipe for an unfulfilling sales career. People who make purchasing decisions primarily on price will encourage a bidding situation between competitors.

When selling value, you can avoid bidding situations by establishing your value proposition early in the sales appointment with a discovery question about their intentions: “Is the lowest investment your only consideration, or is quality also important?” You want to hear the buyer say something like “Price is important, but we also want the quality to be good.”

Later in the sales process, if the buyer hesitates on the investment for your product, you simply refer back to their earlier statement about value. “I’m sorry, I thought you said earlier that you were interested in both pricing and quality.”

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