People Don’t Buy Price, They Buy The Solution

A few months ago, I bought some headphones from a store in the city. When I bought these headphones, in my mind, I was wondering how long these would survive for since I go through about 5 headphones a year. I always use my headphones every single day and I’m constantly listening to something motivational, inspirational or educational through my iPhone.

I came back to the store to buy some new ones but wanted to get a discount since mine broke within 2 months of purchasing it. Having a background in negotiation (watching my dad sell every weekend at the markets) when he told me how much the headphones were, I immediately put a surprised look on my face (the flinch test) so he would lower the price. This always works and you can knock off about 20% off the price.

Anyway he didn’t budge so I moved into negotiation mode and gave reason for a discount. I said to the guy that I’ve bought many things from this store, I’ve spent hundreds of dollars on electronics, they are great products but the headphones keep breaking so I’ll need a discount to continue buying stuff from them.

Immediately the guy said with a smile “Don’t worry about it, your headphones are like a girlfriend, once they break, just go out and get another one.”

I bought the headphones.

Grant Cardone was right and said that customers don’t buy on price. He also talks about this in course “Mastering Objections” where he said the customers don’t buy on price and they buy on the solution. Price is a myth and what you should do is look for the true objection and solve that problem. If you don’t find the true objection, you won’t close them.

The moral of the story is that people don’t buy on price, they buy the solution. My complaint wasn’t really the price, it was really my concern with the headphones breaking, he gave the perfect solution and I bought it regardless of price.

Stay Strong and Be Relentless.

Khoa Bui

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Author: Khoa Bui

Khoa Bui is an author, trainer and chief editor of YouBeRelentless. He enjoys reading books on self development, success, productivity, money, relationships and leadership. When he's not writing, he likes to enjoy a glass of red wine with a fine cuban cigar while watching the entire season of Entourage. You can check out Khoa's work at

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