Chances are your competitors are selling at a lower price than you are. It's tough to win when they're willing to give away what they should be selling.
If you're facing this struggle, one or more of the following could be at the root of your problem:
1. You don't believe. This is the first (and most pernicious) reason you're having trouble selling at a higher price than your competitors. If you don't believe in your heart and with every fiber of your being that you're creating more value than your competitors, then you won't be able to capture more value.
If you don't believe you're worth more, then no one else will either. And they'd be right not to.
2. You're selling from behind. Whenever I hear from salespeople that they're having trouble capturing some of the greater value they create, I assume they're struggling to justify a higher price point. But more often than not, I discover they're selling from behind. Instead of calling on their dream clients, they're being reactive and waiting for someone to reach out to them.
Selling from behind eliminates the ability to create value during the buyer's journey. You're too late to the process.
