Your customers buy from you because of how they feel emotionally. They may sound concerned about the price, they’re talking about the cost of your bid.
But they will buy because of how you and your employees make them feel.
One of the reasons the most successful businesses I know are successful is because they do a better job of taking care of “difficult” customers. They are NOT successful because those customers are right.
They are successful because they do a great job of putting a lot of attention on the taking care of that customer – from initial contact, to final check.
Consider this – Your Company’s ability to have your customer’s feel great about spending money with you is directly related to how profitable you are.