Like most service professionals and small business owners chances are you struggle with objections to pricing on a daily basis. You lose business because prospects get stuck on price. Your pricing will never satisfy everyone but following ideas will help you eliminate pricing objections from majority of your buyers.

MARKET TO PROSPECTS EMOTIONS One of biggest marketing mistakes you can make is to start by marketing to a prospect's head instead of their heart. If your marketing materials and presentations lead with a presentation of product or service features and/or your own credentials, this is wrong information to present up front to prospects and can hinder sale of your products and services.

The majority of purchases are ultimately based on emotion. Vehicle purchases are a great example. Sales of 4 wheel drive SUV's has soared despite fact 90% of buyers never go off road or need 4 wheel drive functionality. Porsche sales have grown steadily, despite fact that most often their owners use them around town and in traffic, rarely if ever driving at over a hundred miles an hour they are easily capable of going.

Your prospects buy your products and services for their own reasons, not yours. Get their attention by focusing your marketing on their concerns. Use questions to bring their emotional reasons for making a purchase into conversation. When you present benefits of your products or services, do so in context of your prospects' emotional interests.

- Are you marketing to your prospects hearts or their minds?

UNDERSTAND THE EMOTIONAL REASONS PEOPLE BUY Some people buy cars based on their perception of safety, others based on potential for speed and others make their selection based on how little gas vehicle consumes. If you want to be more successful in marketing you need to know emotional reasons people buy your products and services.

Reasons prospects buy include fear, gain, comfort, security, pride and personal satisfaction. When it comes to making a decision these are motivators that determine whether your prospects buy your products and services.

A few years ago there was a big push toward one-to-one relationship management, creating a network of trusted business associates on whom you could rely. Getting to know them, up close and personal. Or at least using software to generate personalized messages. And getting to know your prospects and customers is, of course, still a very good practice...probably your best way to succeed.

But in impersonal world of computers and technology, getting personal is a difficult thing to do. You may have never met your client or folks you joint venture a project with. But it's likely that you have communicated via email, perhaps spoken on phone, read articles they've written or kept up with what they have said in discussion forums.

Making it Personal Now there's many-to-many approach, more commonly called social networking. Of course you've heard of Match.com, primarily designed to connect those who are interested in dating. For this membership site you don't need to be "invited" in and you can try it out for free.

Quickly, many other such sites have jumped into social networking arena, garnering tons of publicity. There's Friendster, LinkedIn, Ryze, Tribe Software, Orkut, MeetUp and probably others. The "market" has virtually exploded with companies that create networks to help you connect through others with people you want to meet or do business with.