If you’re selling because you have the lowest price, you’d better have the lowest cost; otherwise, you’ll have some sales but no profit and be wasting your time. If you are selling at the lowest price, you don’t need salespeople.
Most of us can’t sell at the lowest price. So we have to be good at selling added value, service, convenience, or uniqueness and we better have salespeople who can convey enough enthusiasm and confidence to the customer so they are motivated to pay our price for their own good reason.
What do you sell compared to your competitors?