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Winning New Business by Richard Denny

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10

‘Priceitis’ is for Nerds

I have been fortunate in advising numerous companies over the years on their selling operation. Our training consultants and I have trained literally thousands of people in the skills of professional salesmanship. We have discovered a disease suffered by the non-achieving sales person, which we call ‘priceitis’.

It manifests itself in this way. The seller goes out on a hot lead and later returns to the office with a despondent tale to tell. He or she proceeds to tell the boss, ‘That was a bum lead. What a waste of time. We would have got some business if only we were cheaper. Our prices are too high. We just aren’t competitive enough.’ The sales person has convinced him- or herself that everyone else is cheaper. This ...

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