When sales are difficult I always ask my client, is it the price or the value the customer is objecting to?

Of course, it’s never one or the other. The two are intimately linked. If the value is great enough, the price feels appropriate. The higher the price, the greater the perceived value needs to be.

Perceived value, like beauty, is in the eye of the beholder, and the only way to learn that is to talk to your customer and prospects. What gives them joy and gets them excited? How can you make their lives better? How can you alleviate some of their pain? The answer is rarely as simple as offering a lower price. (Which is why the competition can sell at a higher price, and still kick your butt.)

Truly get to know your customers and prospects and look for ways to align what you offer with what they say they really need and want. The closer you come—and the better you are at communicating that—the higher the price they’ll be willing to pay.