Sometimes, sales professionals fret way to much about losing an order or deal to a competitor that's offering something similar for less. In truth, losing a deal to a lower cost competitor can sometimes be more valuable to you in the long run. The problem is, a lot of sales professionals don't take a "long run" view of their customer relationship, or their own sales careers.
When the lowest priced product or service doesn't meet the expectations of your prospect (the other guy's customer), a deeper appreciation of the price / value relationship is developed. This can often create a new sales opportunity from what was initially lost - an opportunity for a much stronger business relationship than otherwise may have existed.
Plus, you'll earn a much more loyal customer and get the price you want.
The big question is, do you have the patience and persistence to make that happen?
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