And the total cost to any buyer consists of more, so much more than price. Almost everything sold today is a commodity. That is, almost everything sold today is available from several different sources. The astute salesperson understands all this. Revealingly, the results of these same research studies indicate that price was ranked no higher than ninth and, on average, 13th in importance.
Time has value.
Peace of mind has value. Elimination of risk has value. With very few exceptions, customers will pay a little more for them if helped to understand how important they truly are. In other words, repeat business. People buy from people.