Take as an example, a bird feeder. It's a simple devise that dispenses seed to birds. The inexpensive brands start at about $9.00. There are hindreds available in almost every store and on line. If you sold bird feeders, would you assume that most customers would have to get it at the low Walmart price to buy? Many of us make this same assumption when we sell. If there is a supplier at a low price, we assume our customers know and will want to buy from them and that the lowest price is the benchmark that all other prices are measured by.

Back to the bird feeder. I purchased a biird feeder for $150.00. Now before you offer me your swamp land in Florida, let me explain why I did and why I am very happy with my purchase. You see, I like birds but I don't like squirrels. Squirrels don't sing, they eat a lot and they are basically rats with fluffy tails. I tried a lot to get rid of them but nothing was effective. Like your customers, I was searching for a solution to a problem.

One day I saw a bird feeder with a motorized perch. Birds can use the perch no problem, but the weigh of a squirrel starts the motor and tosses them off. It's entertaining and safe, but best of all, it got rid of my pesky squirrels. Now, this feeder cost $150.00...that's 15 times what usual feeders cost. Worse yet, I already had a perfectly good feeder that I would have to throw away. It took me about 5 seconds to make up my mind and make the purchase.

This look at birdfeeders demonstrates that customers focus on solutions, not on price. If the problem is bad enough and the solutions is good enough, price is not an issue. We all need to concentrate on finding the problems our customers want to solve and presenting a great solution.

There are a lot of skills in doing this. The words we use are important, timing is essential and so is finding out exactly what our customers want solved. Skills in overcoming price and in presenting value and solutions are worth developing and refining as they will pay dividends for your entire career.