I was sitting at a lunch table with a group of roofing contractors at a trade show where I had been the keynote speaker when one asked me, “Hey! How the heck can I deal with the low-ballers selling too cheaply in my market?” Another chimed in to say it was her biggest problem, too. Suddenly, they all eagerly agreed that the low-ballers were the biggest threats in their markets.
I said, “Well, one of you must be the low-baller. Which one of you son-of-a-guns is it?” Not surprisingly, they all felt they were very credible salespeople. We all had a good laugh, and they saw my point. Very few salespeople or contractors think they are the ones pricing too low. The obvious conclusion is that the seller’s fear of the price objection might be greater than the reality of it.