Everyone creates and consumes value. We are constantly making decisions about whether something is worth our money, or trying to convince others to part with their money. That is the essence of pricing. Ninety-five percent of contractors fail within the first 5 years of business. Most often, the only difference between the ones that succeed and fail is that the survivors figured out how to make money sooner rather than later (too late).

During this session, you will learn about:

• When do customers assess a product primarily or solely based on its price?
• When do customers assess a product primarily or solely based on its price?
• Selling at a higher or lower price places different demands on managers and requires different skill sets.

Mike Gorman, TechKnowledge Systems
Earn Up To 1.5 BPI CEUs

Free to BPI GoldStar Contractors and BPI Test Centers; $50 fee for all others.