Sales Caffeine

Jeffrey Gitomer answers a question: "No one wants to save money. Everyone wants to earn a profit. People may think to themselves that it's a cost reduction, but what you have to do is find out what they will do with the extra profit that they are earning as a result of doing business with you. And profit can be in the form of increased productivity, increased morale, greater customer retention, and greater employee retention -- not just in terms of money. When you tell people you are going to save them money, all they think about is a lower price, not necessarily a value provided to their business. Besides, saving money is what your competition says. You don't want to be like those creeps, do you?"