I wish I had a dollar for every time I was asked that question in a sales training session. It's certainly one of the most common questions I hear coming from professional salespeople - and their bosses.

There are a variety of answers -- too many for just one column. But, we can identify one of the most powerful ways to deal with this problem.

First, let's start with this premise: "Low price" is not the main reason people buy! In every survey of buying motivations I've ever read, low price is never the primary motivation. Yes, it's important. And, when everything else is equal, it will be the deciding factor. But very rarely is everything else equal And very few people in this world buy only on the basis of low price. How many of you are driving used Yugos? Or wearing a suit you bought at a garage sale? Or watching an 8-inch black & white TV?

You've got the picture. You don't always buy on the basis of low price, so why should you think that all your customers do?

The truth is, they don't. And here's a secret that almost nobody knows, including all those gurus telling you to sell value. They don't always buy the best value. But, they can invariably be counted on to buy the lowest risk!

The biggest issue in the minds of your customers and prospects is not price, and its not value - it is risk.

What's risk?

It is the potential cost to the individual customer if he/she makes a mistake. It's not just the money, although that is part of it. It is also the social, psychological and emotional cost that your customer will pay if your choice isn't the best one. The lower the risk of the decision, the more likely your customer will say "yes" to you - regardless of the price.

Let's become comfortable with this concept of risk first, and then discuss how to use it in your sales efforts.