Price vs. Value: A Masterclass in Selling in the Security Industry (43)
Are your customers focused solely on the lowest price? In this episode of Unlocked, Lars from Calgary Lock & Safe in Alberta, Tony from Assured Security in Minnesota, and Chad from Loc-Doc Security in Charlotte, NC, dive into the critical difference between selling based on price and selling based on value. They share their philosophies on pricing strategy, the psychology of customers, and the art of justifying your value proposition. Drawing on insights from "Never Split the Difference" and "StoryBrand," Lars explains his strategy of positioning himself as an independent third-party…
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