After working with salespeople for almost two decades, I’ve heard every excuse in the book for missed sales targets. Here are just a few:
1. Our prices are too high. This is one of the most common excuses. And even when companies reduce their prices, sales reps who sing the “too-expensive blues” often continue to miss their targets.
2. The competition is cheaper. While there will always be companies who sell products similar to yours, the competition as likely not as cheap as you think. However, smart buyers may indicate that a competitor is cheaper in a bid to get a lower price.
3. We don’t have new products. Many salespeople lament the fact that their companies do not issue new products. However, from a buyer’s perspective, this is seldom a concern, unless a competitor’s new product offers additional important benefits.
4. People care only about getting the lowest price. In some cases, this may be true, but price is seldom the primary motivation behind a prospect’s buying decision. Price may become the primary motivation, though, if you fail to demonstrate the value of your offering.