When the customer raises the price objection, the customer is usually wrong. The price objection is the most frequent objection that sales professionals hear - but the customer is usually wrong. The old myth about the customer always being right is dispelled in this book that will change your perception of sales forever. Here you will learn who the customer really is and why they are wrong. You will also learn how to teach your customer why it is in their best interest that they buy from you. You will embrace the science of selling and find yourself enjoying sales with greater results.