I am fortunate to be selling a great service that pays for itself through reduced operating costs and increased revenue. Just what companies need, especially in tough times like we are in. However, I still hear the “it costs too much” objection with regularity.

The obvious observation is that I am not doing a good enough job of illustrating the real value of the service. Else, everyone would be flocking to me and lining up for a chance to buy. Right?!

Maybe, maybe ...

One of the key tools in every sales pro’s toolbox should be an objective targeting methodology. Smart sales pro’s know that all prospects are NOT created equal. To get the greatest return on your investments of time, effort, and resources you generally need to focus on the prospects that will provide the greatest return once they become customers.

An easy method that I’ve seen used with great success is to graph two data points on intersecting axes for each prospe...