Money Is Sexy...Sell The Sexiness, Not The Price

You know you are going to talk about price -- you know that it is first and foremost on the buyer's mind and yet we avoid it like we avoid someone to whom we lost a college football rivalry bet.

You have to move the discussion from your product/service/solution and its price to their financial outcome. The most effective sales people are able to discuss price outside of the context of their own competitive market and in the context of the real numbers of the decision-maker's business. The best sales people see all dollars spent by their customers as investments made in changing the customer's business outcome.