The Richwood Report

Probably the most common sales objection is the objection to price. Every salesman has to find a way to get past the customer who thinks the product costs too much. There is a common quotation from John Ruskin that goes:

There is hardly anything in the world that someone can’t make a little worse and sell a little cheaper—and people who consider price alone are this man’s lawful prey.

That's pretty good and should get you started talking to the customer about the benefits of quality. The whole passage is better though. It talks about how the real mistake in a purchase is spending money on an unsuitable product that must be eventually replaced. I read it recently at the front of a catalog of high quality products. It goes:

It’s unwise to pay too much. But it’s worse to pay too little.
When you pay too much, you lose a little money, that is all.
When you pay too little you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do.
The common law of business balances prohibits paying a little and getting a lot. It can’t be done. If you deal with the lowest bidder it is well to add something for the risk you run.
And if you do that, you will have enough to pay for something better.
There is hardly anything in the world that someone can’t make a little worse and sell a little cheaper—and people who consider price alone are this man’s lawful prey.