ID-583-Christopher Anderson

Because of the question of price and price testing came up I wanted to just make a comment about that. Price testing is something a lot of people get wrong and it can be very dangerous. The first rule about price testing is anybody who says they didn’t buy from you because of price is probably not telling you the truth. The message you should hear about that is you failed to communicate value and the second question you should ask is were there any reasons? Because you need to catalog what they say the other reasons were because those are the real reasons. And as you were saying, but it’s really important to emphasize, you should find out, so did you go and get this service somewhere else and what did you pay? And what exact service did you buy? You will find out if they got exactly what you were selling or something less, and you’ll find out if indeed price was the issue because you’ll often find that they paid more or paid the same to someone who communicated the value better. Never take price as the real answer. When you don’t have a sale and you call them to find out why, a lot of time they’ll fall back on price because they don’t really want to think about the reason they didn’t buy from you an that is the reason they will give. Keep pushing because that’s not the real reason.