Too many salespeople suffer from having to discount the price to close the sale. We can talk all we want about the need to create value for the customer, but if the salesperson still decides to cut the price, then clearly something is not right. To understand this problem, we need to go upstream and look at the start of the sales process.
Often, we can attribute the need to discount to the reality that we have bad prospects. Salespeople spend too much time trying to turn a bad lead into a great customer. All leads are not created equal, and all prospects don’t turn out to be customers.
Consider the following example: If you’re looking for someone to fix your car, you don’t call your dry cleaner. If you want someone to fix your car, you look for an auto mechanic. Likewise, if you want a certain type of customer, then that’s the type you need to be prospecting.