---
title: Price is NOT the Reason!
description: Price is NOT the reason someone doesn't buy from you.  It never is.
---

[Making Sales Growth Predictable, Sustainable & Scalable ](https://www.liftenablement.com/blog)

# [Price is NOT the Reason!](https://www.liftenablement.com/blog/price-is-not-the-reason)

 Written by [Doug Davidoff](https://www.liftenablement.com/blog/author/doug-davidoff) | Feb 22, 2010 9:07:21 PM

Friday was a tough day for me. Lots and lots of conversation with selling organizations and I must have heard 20 times that price is the reason people change providers and price is the reason for the decisions that are made.

Let me be clear - Price is NOT the reason someone doesn't buy from you.  It never is.

I understand that buyer's say it's about price.  I know that customer's budgets have been cut, that discretionary budgets have been virtually eliminated and that competitors are only all too willing to engage in a "race to the bottom."

As I wrote last month, [the equation for price is to add the value the customer puts on the commodity with the price they place on your intelligence or approach](https://blog.imaginellc.com/determining-price).

So the reason people don't buy from you is that they don't ***feel*** that your approach [creates enough value to justify spending more money](https://www.imaginellc.com/avoiding-commoditization-part1).

Want them to pay more?  Demonstrate that you can create results.  Don't just say you can - demonstrate it.  Stop focusing on the *stuff you do* and focus, maniacally, on enabling your buyers to *understand the results you can create.*

Bottom line - customers won't pay more for your *stuff* than they will for your competitors stuff, but they will spend more for better results.

[View full post](https://www.liftenablement.com/blog/price-is-not-the-reason)

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