If you sell an inexpensive commodity, price is not usually a question. If you're selling water bottles, most people won't even notice whether it's $1.00 or $1.10. They'll drink it and forget about it. They won't even remember the brand an hour later!
However, if what you sell is big, complex, personal, technical, expensive, bought infrequently, or any combination of those, the price can be a huge part of the conversation!
As it turns out, price is never the real issue. Let's look at a story where price got in the way, why prospects bring up price, and how we can help them get at the real issue.