Dear Friend,

Hogwash!

That’s what I say to people who tell me that their business is purely and solely a "cheapest price business."

People who stubbornly insist that "MY business is different" are right, but not in a good way.

Their business is different because it will never make big money.

People who are unwilling to open their eyes to BIG ideas are solidly parked right in their own way... their own BIG obstacle to success.

Big money is made by translating great ideas from outside your industry -- whatever it is -- into your industry. What gives you your competitive edge is a unique selling proposition (USP).

That’s key... not your low, low price. (Although in some instances your price may be part of your USP.)

Recently, I was consulting with a client and I was explaining my opposition to selling by cheapest price.

She insisted that hers was an intangible, not a product; that my examples didn't apply to her business; and that, basically, I had my head up my butt. I tried to explain in terms I hoped she'd understand:

* You can fly coach or PAY MORE to fly first class in same plane and get to same place at same time

* You can get financial planning for free from over half of all financial planners (who make their money only from commissions) or PAY MORE for service and still pay commissions to other fee-based planners.

* You can get your taxes done by H&R Block or PAY MORE to use a CPA

So critical question is:

“Why Do People PAY MORE For Some Services When The CORE SERVICES Offered by CHEAPEST PRICE Competitors Are Pretty Much The Same?”

“Debbie," I told her, "You've gotta understand: value differences don’t have to come from ‘core’ item."

It doesn't matter whether you're talking about a product or a service. Value differences usually come out of areas of expertise and service such as:

* Exclusivity * Access * Guarantee

"And Debbie," I explained, "it's a hell lot easier to make money by selling half as much at double price. Does that make sense?"

It made sense to Debbie and I hope it makes sense to you! Just to make sure, I'm going to give you...

5 QUICK-TURN TACTICS for closing BIG TICKET deals

Consider this article, which takes an editorial rather than an overtly persuasive approach. Yet, underlying premise is that strategic communication works more effectively than communication without a conscious purpose. So, I'm trying to persuade you that one approach (the strategic) to communication works better than another.

Consider, too, three most intriguing words in English language: "I love you." At same time, these words can be both self-sacrificing and self-serving. In self-serving sense, we use words because we want something from person to whom we've uttered them.

Given our need to persuade through communication, let's explore a key starting point for getting results we want.

Because persuasive communication focuses on other person, we need to have that other person firmly in our sights when we write or speak. In other words, communication will be most persuasive when we build message around other person, rather than ourselves.

So, if you want to persuade me to do something, your communication should focus on my response. And to get a response from me, you'll have to address issues in my terms, not your terms.