De-Fanging the Sales and Marketing Tooth Fairy Once and For All

What's one of the biggest sales and marketing myths?

The "tooth fairy" and "Santa Clause" of the business world?

It's the "the people buy on price" myth.

Nuh-uh.

Nobody EVER buys on price. And it's my goal in this article to persuade you to IMMEDIATELY raise your prices and fees -- no matter what you sell or who you sell to.

Anyway, here's the scoop:

While back (circa 2002, I think) I was in a (now-defunct) MLM business and was extremely frustrated -- even desperate -- to figure out the whole selling game. I mean, I couldn't sell my way out of a paper bag if my life depended on it.

Until one day, I ran into a fellow named Art Jonak who had a weekly tele-seminar.

Each Sunday I was on these calls like white on rice -- soaking up every lesson, tip and idea. Many of which I STILL use today.

But my favorite teaching was, by FAR, his price shopper teaching.

And why nobody ever truly buys on price.

One of the examples was pizza.

If everyone bought on price, then why, in some some of the poorest sections of town (I once lived on this side of the tracks and know this first hand) do you see garbage cans lined with pizza boxes?

After all, wouldn't it be cheaper to just make your own?

To grow your own ingredients using a cheap packet of seeds, etc?

Frankly, when you buy a pizza (especially with delivery charges, tips, etc) you're paying an extremely inflated price. And yet, even in the poorest areas, people buy pizzas.

So obviously, price isn't the issue, is it?

More like convenience is the winner over price in this case.

You can also apply this to cars (if everyone bought on price, we'd all be driving the exact same, cheapest of cheap cars) and surgery (would you pick a brain surgeon based on price?).

So the message is clear: Price is NOT the main reason people buy.

It may SEEM like it sometimes. And maybe, just maybe, in really rare cases it is. But if you're playing the pricing game -- and always trying to "lowball" your competition -- STOP!

You're basically robbing yourself of profits.

And "selling" yourself short.