1. Justification Rule #1: The more you differentiate your product, your service and yourself from competition, the less price sensitive prospects become—and the easier it is to justify your price.
2. Justification Rule #2: The less you differentiate your product, your service and yourself from competition, the more price sensitive prospects become—and the tougher it is to justify your price.
The above rules are simple but profound when guiding you to more profitable sales. Thus, you’ve got to honestly assess what you do throughout the sales process to convincingly differentiate yourself, your product and your company and, thus, justify the price you ask. Here are a few thought starters to help refine your thinking: