Eric Deeran explains cost-based thinking: when buyers fixate on price, shop around for the cheapest option, and push sellers down. Results-based thinking offers a different approach to how prospects evaluate what they buy.
So this is really the difference between cost based thinking and results based thinking. And so when it comes down to cost based thinking, this is where the prospect is thinking about how much everything costs, how they can get the cheapest price possible. And what they're doing is they're driving you down to the lowest price possible, and they're looking at everyone else in the market to see, hey, maybe this person can do it for cheaper. Hey, maybe this person can do it cheaper. And they start to look around for different options and different cheaper prices so they can get the best deal because they're in cost based thinking.
