Makes a good point on the biggest pain in sales, which is dealing with the price question.
However, his dodges to try to postpone the question still seem to be dodges of the direct question.
Would it be better to re:focus on the "Why" and put it back to them with a response like "Less than you risk by not using _____, Buying ________, Hiring ________." Then move the conversation back to Values and the why.
After all they will buy what they believe in, at perhaps a higher cost than you might give them credit for.
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