For many of you reading this, this post is about either something you learned long ago or intuitively already know. If you fit in this category, I apologize for the simplistic nature of what I’m about to say.
“Don’t ever use the word cheap in a sales meeting or discussion with a customer again, unless you’re referring to your competition.”
Until I joined an associate in a sales meeting earlier this week, I hadn’t had to think of that simple sales rule or remind anyone of it in years.
You can be – the price leader, most cost effective, least cost, lowest priced, greatest value or most cost conscious. But you can never be anything other than cheap once you’ve said so.