Bob Mulrooney is successful in selling dealers on Agway equine feeds against lower priced competitive feeds because he educates them as to the differences in the products. Customers want value for their dollar. They expect to pay for the results they need. If they cannot differentiate one product or service from another, it only makes sense that they will choose the one with the lowest price. Saying that price is all that matters is an indication that customers have not been educated.
Successful sales is a matter of overcoming objections.
Sales trainers jump on this one. They see selling as overcoming one objection after another. There are variations, but that's the theme. After all the objections have been wiped away, the customer has no alternative but to buy. That isn't the way the owners of Pools for Pleasure make sales.