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Sell Value, Not Price

Find the price point that covers your costs and provides a profit margin.

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This story appears in the April 2009 issue of Entrepreneur. Subscribe »

I recently finished a keynote presentation for an industry that's getting hit hard by competitive . want the best price they can get, especially in a difficult . So what can you do to keep your price at a number that covers your and maintains your profit margin, without discounting? I have two options for you: Walk away from the customers who don't see the added value you provide, or figure out a way to communicate your key differentiators that warrant the additional .

Believe me, I've seen my share of customers who have wasted the salesperson's time and energy--the salesperson would have been much better off moving on to more qualified prospects. But there are customers worth working with, whom you can help understand the difference between price and cost. Price is what they pay for the product or service; cost is what the investment is over the lifetime of doing . Can you help your customers grow their business in a way they never thought possible? Have you ever solved a critical problem for a customer where the end result was a lot of time and money saved?

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