We often hear rhetoric about increasing transparency. Certainly, various internet-based search tools have created an increasingly transparent universe. David Brock discusses how selling would need to change if the price was the price period.
Source: Partners in Excellence Blog, July 9, 2021. Link.
. . . when we don’t have pricing as a crutch we leverage to sell, we must change how we sell to focus on what the customer really cares about . . . which is being successful, growing, and improving.” – David Brock
INSIGHTS: Think about it. Considerable money and time is dedicated to building and selling promotions. Discounting is a fail-safe position in almost every business type. However, truly happy customers are willing to pay full price for a product or service they value.