How many times do you hear, “The customer only cares about the price?” Many small-business owners say they hear it all the time. Price is only an issue when it is presented as the only benefit (or primary benefit). Regardless of industry, product and economy, a company does not need salespeople to sell price. For that, all they need is a website or catalog and a payment processor.
If your small business wants to increase sales and margin, you need to learn how to establish “real value,” share the information with your team, practice doing it over and over again. The
