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Take control of the sales call, especially on the subject of price. If you can change the customer’s preconceived notions in the first five or ten minutes, then you’ve won the biggest sales battle of all. Right up front, make it clear to the prospect that the sale won’t come down to a wrestling match over price. Quickly and firmly set up an alternative framework for making the deal. If price isn’t going to be the issue, then what is? You must sell value-added. That can be selling your exceptional service and customer support, or even the strength of your personal commitment to your customers and the quality of service provided by your company.

Never concede that your company’s service and offerings are just like your competitors. Once you do, you give away your competitive edge and ability to differentiate your services. Your job is to know how and why your service is different, why that difference is important to the customer, and how to effectively communicate the importance of those differences. You can acknowledge that your competitors do something well, but never say that you do exactly the same thing. Always make sure you can prove that your