In this segment of the sales‑training video, the speaker illustrates the fundamental mismatch many sellers have between price (the dollar amount the client pays) and value (what the client actually receives). He explains that when a prospect says “too expensive,” it’s because they see a low perceived value relative to the price. The common but harmful reaction is to lower the price, which can erode margins and even bankrupt the business. Instead, the speaker advises sellers to increase the perceived value of their product or service so that the client feels the price is minimal compared to the benefits they’ll obtain. This approach reframes the transaction from a cost‑focused exchange to a value‑focused one, preventing unnecessary discounting.
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