How to Sell at Margins Higher Than Your Competitors: Winning Every Sale at Full Price, Rate, or Fee

The toughest challenge that salespeople and business leaders face today is the battle against lower-priced competitors. How you deal with that will probably determine whether your business thrives or dies.

For decades, businesspeople have tried to solve the problem by cutting prices and making up the loss through higher volume. It's one of those old business myths that just won't die—but it's really just a recipe for disaster! Even if the strategy works, another competitor will probably come...