Price Doesn’t Matter, To Whom?

//Price Doesn’t Matter, To Whom?

Price Doesn’t Matter, To Whom?

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Don't be fooled, it matters to everyone.

Don’t be fooled, it matters to everyone.

There seems to be a fallacy afoot that there is a group of people who are not concerned about price. Rubbish I say. Anyone with a lot of money didn’t get wealthy by making foolish choices. You only keep money by not making bad deals.

This doesn’t mean that every customer should be shown the cheapest goods you have. The other day I was in a flooring store, and the salesperson was waiting on one of her “special customers. The customer apparently has money and spends it.  The owner called the salesperson aside and suggested she be careful with her pricing. He was afraid she would turn him off my showing him the more expensive goods. I heard her say, “His wife likes nice things, and he doesn’t deny her anything. Besides, who wants to look at the junk?” As far as I’m concerned, case closed. I asked the owner about it afterward, and he had a completely different take on it.

“I’m afraid if we show them expensive merchandise they will think we’re after all their money!” It’s amazing what people think.

In my opinion, the problem is that salespeople are not sure how to handle  customer reactions. Everyone has their own ideas about what turns someone off.  It can be a look, a hesitation or just not responding to a question. At this stage in our lives, we should know that it’s pretty impossible to tell what anyone is thinking unless you know them very well. And if you watch any of the crime shows, you know that’s not that accurate.

Why wouldn’t you want to show your best products, the ones you are most proud of?  You know, the products that are unique and worth every penny of their price.

I was at the Lexus dealer having an antenna installed. I wandered to the sales showroom and told the salesperson I was looking for a preowned, older Lexus convertible. It didn’t take him more than a minute to show me a new one. I repeated I wanted a used one but that didn’t stop him. He said I might want to look at the features of a new one, so I would have something to compare. He was right, it made me stop in think; do I want to do without the heated seats.  I pretended like I didn’t care but he obviously had some good training.

Like the produce in Walmart, if I hadn’t been somewhere else, I wouldn’t have a basis of comparison.

My suggestion is to have products in every price point that are really valuable for the money. Ultimately the customer will be in charge of the final decision.

Lisbeth Calandrino has been doing coaching and sales training for over 20 years. Like her dad, she went to the retail school of “hard knocks,” learning by doing. She retired after 14 years of being part of a retail chain of flooring and furniture stores in the Northeast. She is convinced the best salespeople have very little to say; instead they know the right questions to get the customer to think. To schedule a consultation or have her speak at your business, reach her at She lives in Historic Hudson Park, Albany, New York with her cat Rainyday.

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By |2017-03-03T12:06:54+00:00January 13th, 2015|Blog|3 Comments

About the Author:

Lisbeth Calandrino is an award winning trainer, entrepreneur, and blogger and has spent over twenty years developing custom tailored marketing and customer service programs for businesses. Her recently published book, Red Hot Customer Service, 35 Sizzling Ways to Heat up Your Business and Ignite Your Sales defines the steps necessary to build a competitive advantage and turn great companies into unforgettable or red hot companies. Lisbeth admits that much of her knowledge came from her Italian grandfather who despite very little formal education and a limited English vocabulary, managed to became both successful and wealthy. Lisbeth has wonderful stories about Grandpa DiBiagio’s and her time spent learning how to managing Grandpa’s fruit stand. Because of Lisbeth’s experience as a business owner, having been the managing partner and owner of 7 furniture and carpet stores for 14 years, she is able to bring her extensive business knowledge and experience to all of her clients. Lisbeth’s awards include executive of the year award from the International Executive Association, Albany chapter (a business networking group) and first place honors in an international marketing contest for alternative medicine. A two time cancer survivor, she has spoken extensively about her experiences of cancer, offering words of comfort and inspiration. As an activist, Lisbeth has initiated and contributed to many charitable causes. She has worked with at-risk youth, spoken out against injustice and advocated to and helped to build resources for women. As a presenter, Lisbeth Calandrino is highly motivational, information-rich, and very entertaining. Her acute business sense, contagious enthusiasm, positive energy and fun sense of humor make her a dynamic presenter. Lisbeth is a member of New York, Historic Albany Foundation, educational director of Business Referrals Networking Group and member of the board of directors of the Animal Protective Foundation of Scotia, New York.


  1. Alicia Stark January 14, 2015 at 12:55 pm

    Nice. So true! We had a person that use our conference room and we did a little presentation on cabinet door knobs. One women sent her son in to get a gift certificate for new knobs! Our designers sold him an 800.00 gift certificate for 6 knobs! She came in and ordered them and changed out a dresser with her pretty new knobs. Its all in keeping an open mind!

  2. Lisbeth Calandrino January 14, 2015 at 2:46 pm

    Wow Alicia,

  3. Lisbeth Calandrino January 14, 2015 at 2:47 pm

    Wow, Alicia, thanks for writing, what a nice sale. We get so screwed up by our own perception of price we forget what the customer really wants. See you at Surfaces?

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