When a prospect says a competitor is cheaper, ask them this: if prices were equal, which would you choose? It shifts the conversation from cost to what actually matters, and usually reveals they prefer your solution.
It's one of my favorite closes because it just crushes. So they're like, well, the other guy down the street is, you know, half the price of what you guys are. And I'm like, totally understand. Why aren't you going over there? And then they'll say, well, I mean, you guys have this thing and you guys have that thing and you guys have this thing. And I'm like, that's why we're more— if you want the 201 version of that is like, if the prices were the same, which one would you do, ours or theirs? And they're going to be like, well, I would do yours. It's like, right, because ours is better.
