Chapter six " The Price Myth" of Sell Or Be Sold; How To Get Your Way In Buisness and In Life by Grant Cardone

In “SELL or be SOLD” How to Get Your Way In Business and In Life by Grant Cardone, we will discus on chapter six of Grant Cardone Classic Sales and Persuasion Book, called The Price Myth.

It’s Almost Never About Price

Most lost sales were not about price but more about unspoken objections the potential purchaser had, ultimately it’s about the buyer having confidence in that product or service or idea is the right one for them says Grant.

If different sales places have the same price ( then selling on discount for the seller is not a sustainable option in the long run, then giving and building the extra value maybe the deciding factor, that gets the sale, not lowering the price.

The Price Experiment

Being the cheapest with the same product that other people sell does not mean that you may get all the sales, you may even sell less! Grant did an experiment with a person who insisted that they would get more sales; bums on seats, if Grant would just lower his price for talking at conventions.

The tickets went on sale but without the salesperson being allowed to promote via presentations, just on ticket price alone, needless to say the seminar was not attended very well, people were asked why they thought it was poorly attended, the overwhelming majority said the same thing; they thought Grant was appearing via video webinar and not in person.

The take away is; people can see no value, when the price is to cheap.

Part 1 of Selling Price and Value

The question the buyer is always asking according to Grant is…is this the right product, service idea right for me?

It’s about confidence in the buyer and the product service or idea to provide a solution to solve their particular need or problem. If they Love it, they will pay regardless of Price as with people and Apple products. In fact Grant says…

Part 2 of Selling Price and Value

“They Will Give their Right Arm For Love

And They Will Give Their Last Dollar For A Real Solution”

If they love it and it will solve their problem, they will find the money!

If the prospect or customer does not buy the product ( nod is qualified in terms of they can afford the product) then other reasons stand in the way.

Grant goes on to list sixteen reasons why (you will have to buy the book, to find these out!) they may be holding back without actual saying out loud why.

Grant states that if these reasons are handled to the customers satisfaction, then price will no longer be an issue, understand that and YOU will be successful.

Move Up Not Down

When it comes to price; move up not down, to give choice, Grant used the analogy of an very expensive wrist watch costing $63,000 (in a periscope master class) using the techniques in Sell or be Sold, the prospect or customer, bulking at the price get shown another item for $147,000, now making the previous item seem cheap.

While at the same time customer is being told, look Sir: these are only done exclusively to very small production run of no more than fifty watches, these will appreciate in value and in general are a hedge against inflation and will hold their value.

The point is give choice but go up in price first then and only then down in price, if the customer is still is not convinced, listen to what they say and adjust accordingly.

Exhaust your inventory rather than your price, as the buyer would rather pay more and not make a mistake, than Payless and make the wrong decision says Grant.

Sales people not customers stop sales

Price is not the problem, if the buyer is sold on need, so buyer who object on price can often go find another product , which actual cost more not less says Grant, it about the love or need to solve a problem.

$4 Coffee and $2 Water

An effective sales person has to be positive in outlook about people and believe in people.

Buyers are human just like you says Grant and they want to buy the right product, service or idea and not make mistakes.

If they don’t buy from you, then there was something you did not uncover from listening and asking the right questions, and it was not the price of the product or the persons budget.

Why do people go to a coffee shop when they can make it at home?

, Why do people buy water in a bottle when they could get at it at home for free?

Grant goes on to list other examples, and he concludes, that in the end; it’s love baby, its love of the product, its not about the price at all.

My other blogs on Grant Cardone Books

 Hardcover in UK and Hardcover in USA on MP3 Anywhere