When it comes to price, take a cue from Starbucks

Price is important. But it is rarely ever the key issue. If it were, there would be no $4 mochachino at Starbucks, no Mercedes, no Rolex watches or Mont Blanc pens.

Instead of worrying about price, says sales guru Anthony Cole, focus on the following:

• Why is the prospect meeting with you? Ask them, aside from price, what else is important to them.
• Find out about the entire picture. Ask about challenges they face in meeting their top and bottom line objectives. What keeps them from achieving what they want besides the product or service you offer?
• Think creative solutions and value. Position your product or service so people see how the value applies to them individually and how it removes a burden they have.
• Be different. What do you need to change, improve or capitalize on so people want to do business with you more frequently, more quickly and pay you more? Be like Starbucks.