Confused Buyers Don’t Buy—Or Do They?
MAY 9, 2018
An important rule I teach in the Price course is that confused buyers don’t buy. If you have a complex price list, then this is your buyer’s experience. He has a 30-minute break betwee n meetings and picks up your price list to figure out what the company needs. He spends the entire time trying to determine which parts go with which other parts, what options he needs and why one option is better or more expensive than another option.