Price Resistance: Why ‘Features and Benefits’ Can Undermine Your Value Proposition


Price per copy


Here’s a true story of two sales teams. Both sold the same product. Both called on the same kinds of customers. Both had gone through the same product training. In nearly every respect but one, the teams were identical. Yet one team was getting 30% more price objections than the other.

Why? In this Quick Take, you will learn the one thing salespeople do that almost always increases price resistance, why well-intended efforts to “add value” often backfire, and the right way – and wrong way – to talk to buyers about features and benefits.

    This "Quick Take" training module is:

    Short – just about 5 minutes long – so even your most impatient managers will watch it

    Focused - It delivers a single “aha” that will change behavior

    Perfect for both team and individual training sessions.

    This training kit includes:

    • The 5 minute video learning module
    • Handouts for following along and taking notes
    • Discussion Guide to help direct meaningful follow up conversation and reinforce the message
    • Summary Sheet participants can hang by their desks for quick review
    • Quiz  to reinforces the training and allows you to track how well people internalized the concept


    100% Money Back Guarantee of Satisfaction:
    If you're not happy with this program, for any reason, simply return it for a full refund. No questions asked.