Sally sells speech and voice recognition devices .She’s got a great product that is better than the competition, but she is having great problems selling enough. Here is her email, followed by my suggestions. Sally's problem; We sell speech and voice recognition devices mainly to companies that manufacture and install lifts. Our sales presentation go really until we tell the prospective customer the price. Then the customer goes to one of our cheaper competitors and buys it for half price. Then they call us and ask us how to fix it as it often breaks and is not as reliable as ours, or they ask us to show them how to operate it as the competitor does not offer any after-sales service. My suggestions: Sally, when you sell the equipment you have to emphasize the important part, which is that the equipment runs reliably and consistently. From here on, you tell the potential customer that the price of the "hardware" portion of the product is the price that the competition is asking. But you only sell it together with a contract for training and maintenance. You will have to present this data along with a story about a real customer who had problems with such substandard products. What about that story in the news last week about the men who were stuck in the voice operated lift in Scotland for 48 hours just because the company did not want to spend that little extra on a reliable device? You just have to rethink your business model and how you present your product. Just remember that your USP (Unique Selling Point) is complete reliability and after-sales service.