Bidding for the lowest price

You might have heard about a website called, it’s a site to find the lowest price for a specific product. This is the total opposite of how you want your sales force to approach the market. The sales rep should instead present the most valuable solution for each customer. To aim for the lowest price is really no good business and it’s very unlikely that the optimal solution will be the one with the lowest price.

But the thing that happens when sales don’t understand the value of your product is that they tend to focus on price - they fall into the pricerunner trap. If they don’t have the hard facts to support the value of their products they will focus on price. The sales reps will see your product as a commodity and in this situation they will argue for discounts. Instead of convincing the customer about the supreme offering your company is providing to the market.