How To Overcome Price Resistance When Selling High-End Air Conditioning
Creating value is more important that a low price.
Rob Minnick, CEO/president at Minnick’s Inc. in Laurel, Maryland, has a simple analogy for selling high-end air conditioning.
“You can get a Starbucks coffee, and it’s going to cost you $5 for a cup,” he said. “Or there are things that are cheaper; you can go to a […]