October 2002 Track Selling Times Ask Roy
 Ask Roy
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(From June 1999 Track Selling Times)
Sally Ryder of Schenectady, NY, asks:
"In my field, there are at least twenty different vendors and little difference between products. Often when I'm attempting to close a prospect, one or more competitors become involved, and it ends up a price-slashing war to get the contract. What can I do to change this?"
Roy's Answer:
"
What you have to do, Sally, is add value to your product in order to move it out of being viewed as a commodity. What valuable service, training or assistance can you offer clients at no extra charge that no one else can? When you figure that out (I suggest you bring it up at your next sales meeting), you'll have a fresh approach to clients and can position your company as being a cut above the rest.
That way selling isn't reduced to its most demoralizing level - the cut-throat world of price undercutting.
"
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