In most cases customers don't want to buy the cheapest - they want to buy the best value.
"Remember always that the recollection of quality remains long after the price is forgotten."
H. Gordon Selfridge
Every client will probably have a different determination of value and to discover that we need to ask good questions.
For sales people that sell the cheapest, I have some bad news. Your client will find it cheaper somewhere else.
The good news is that if your customers buy based on the value you offer, you are likely to keep your customers for as long as you keep delivering value.
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