“We really like your product, but it is too expensive. We have had quotes that are 15% to 20% cheaper. If you can match this, we would be interested in placing the order.”

This was the feedback our manufacturing client received from their customer and the customer was ready to show the quotes from other suppliers.

One option could have been to go down the price discussion and price discounting route, but we didn’t have to.

We’d done our homework and we knew the positive differential value to the customer of our solution compared to the customer’s alternatives.

We’d worked hard to determine the monetary impact of our solution above and beyond competitive alternatives.

We’d tested our product and service offering and we were extremely confident that our solution resulted in more benefits (and therefore higher £££ value) to the customer.

So, instead of focusing on the price, the Salesperson further explored with the customer:

✔️ What the alternative solutions were

✔️ Why the customer felt our solution was more expensive

✔️ How they were NOT comparing like for like products and

✔️ How our solution resulted in greater £ value to the customer


What the Salesperson was able to demonstrate during this discussion, was that compared to the competitive alternatives, our product improved the customer’s bottom line by at least +£1,500.

Our focus was completely on the BENEFITS and VALUE to the customer’s business.

Did the customer buy our product at the price quoted?

Yes, of course they did. The value they were receiving far outweighed the cost and delivered more than other products.

There is a process to determine the value of your solution versus competitive alternatives.

You can demonstrate to your customers that you are delivering a superior product and service.

This approach TRANSFORMS your pricing and selling process and takes the discussion away from price and price discounting.

Are you selling on price or are you selling on value?