The Price Is RightPrice is often the first thing on your customers' minds--so you need to think about it, too. Name your best price with these key strategies.

There are very few hard-and-fast rules in sales, but here'sone that is true 99 percent of the time: If you focus solely onprice when selling your product or service, so will your customers.Unless you can distinguish your product from its competition, theproduct with the lowest price will get the sale.

Because everyone's concerned with money, you can expect tohear price objections from customers at least once in a while. Thekey to avoiding objections is making sure customers know whatthey're getting for the dollars they're investing.

Bart McConley, a friend of mine, is the general sales manager ofthe Warnock Automotive Group, which has dealerships in EastHanover, Livingston and Morristown, New Jersey. If anyone knowsabout price objections and negotiations, it's someone who runsa successful car dealership. His take on price objections?"It's all about perception," he says. Many carsalespeople lower the price in the parking lot before the customereven gets into the car. What's the customer left to think aboutthe value he's getting?