Many times we can present a solution and price that seems like the obvious and logical choice, but can’t seem to make the sale. What we sometimes fail to factor, however, is that while a product may have a logical price of, say, $10, the buyer’s emotional price – “I don’t trust myself to implement this solution, I don’t know enough to believe this is the answer, the cost of potential disruption is too high” – has effectively raised the perceived cost beyond recognition – and that’s the resistance you must address. You must bake resistance-crushing tactics, products, services, and processes into your overall mix and marketing approach.
Remodeling
Source: Duct Tape Marketing
