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If your Coeur d’Alene business can provide prospects with a lower price than they are currently paying for a product or service is that enough to win their business?  How about if you could give them better service or a better product than what they’re currently getting from a competitor, would that be enough reason for them to come on board?

Now what if your CDA business could combine a lower price and a better product or service, would that be enough incentive for a business to switch to your team and become a customer?

Maybe not, in fact you could have a far superior product or service and a much lower price and still not win them over. Why? Newton’s third law, “For every action, there is an equal and opposite reaction.”  When selling into businesses, especially large corporations, you have to carefully consider what reaction(s) there will be resulting from a change in the way business is conducted directly relating to your proposal. Perhaps you sell robotic equipment that can increase line production for a manufacturing company and cut end product costs by 10 percent. That’s great and a good starting point, but what will be the true cost to the manufacturing business if they buy, install, and use the robotic equipment in their manufacturing process? Meaning, what will the opposite reaction be? Will there be down time during installation of the equipment, and how long if ever before this money is recouped? And could that down tine sends their customers to the competition?

Will they have to lay off unionized employees because the robotic equipment will replace humans, and if so what is the buyout package of the employees going to cost? These are just a few questions that would have to be asked and there are many more, but I’m sure you see where this is going.

In this scenario as good as increased production and decreased end product cost would be, there are equal and opposite reaction scenarios that must be considered. Therefore, trying to shift businesses from one product or service to another can be a tough sale; you cannot concentrate persuasion efforts on the obvious, which are generally surface things like price and great service.

Instead, you have to identify what new problems will be created by the shift and have solutions that are 100 percent solid and workable in theory and practice in advance of the sales pitch.