price vs. cost

How to Win the Sale Without Lowering Your Price

As the general manager of STAHLS’ Transfer Express, Ziga leads staff members to maximize production efficiency, quality, customer service, and resource management while directing the company’s operations. 

Find more information on Ziga, here.  

“Your price is too high!” 

These are the five words that you likely hear the most when quoting products or services for your T-shirt business. All too often we lower the price in hopes of winning the job and the future business of the customer. This, in turn, leads to more work for less profit (if any).

One of my favorite motivational speakers is Zig Ziglar. He offers great advice on how to respond to the statement of “Your price is too high!” 

Ask the customer the very simple question, “Is it the cost or the price that you are concerned about?” Most of the time the customer will ask what is the difference between cost and price. Price is what is paid up front; cost is the overall amount you pay for an item or service.

At this time you will need to give a real world example to further illustrate. I like to use a story of when I was purchasing jeans for my six-year-old son. My son needed two pairs of jeans, so we headed the local department store. As I was at the store I looked at the expensive jeans and was taken aback by the $30 price tag. Immediately to the left of the $30 jeans were the $10 jeans. I opted to purchase two pairs of the $10 jeans in order to save money. 

Unfortunately, within three weeks the knees of the jeans were starting to wear out, and by week four both pairs were completely worn in the knees. I felt it was likely the fault of my son playing too much on the floor and purchased another two pair of $10 jeans. The same issue of worn out knees occurred within a month. I decided that I would not purchase the $10 jeans again and went back to the store and purchased two pairs of the $30 jeans. My son has had those jeans for eight months with no sign of wear at all. 

When you put it into perspective,  I would have paid $20 per month for eight months to replace the less expensive jeans; this is a whopping total cost of $160. For the two pair of $30 jeans, the total cost was $60 for the total eight-month period. This is a cost savings of $100! 

Then you can say, “Now, Mr. Customer, I ask you again, is it the cost or price in which you are concerned? You see, Mr. Customer, a lot of people can beat us on price but no one can beat us on cost and since price is a one-time thing and cost is a lifetime thing, don’t you really want the lowest possible cost?”