Seth Godin makes an argument today that price doesn't matter, at least not as a main reason for not doing business with you. In some cases, I'd agree. But price does matter.
The real argument that I'd make, in response to Seth's, is that price has to be weighed against convenience. Seth points out that you can get 411 information, for a charge, by calling 411 on your phone. But the same information is available online (or, in your good old fashioned phone book). But sometimes, you just need the number. Seth did a good job of outlining that line of thinking.
As a sales professional, you can go a long ways towards getting your customers to accept your price by adding convenience, unexpected benefits, and value to your service or product. That's how it works.
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