THE KNOWLEDGE GAP

Here's what an amateur salesperson sounds like:

Prospect: “I like the sofa but I can get it cheaper elsewhere.”
Seller: “What’s your budget? I might be able to offer you a discount because it's the end of the quarter.”

Here's what a pro salesperson sounds like:

Prospect: “I like the sofa but I can get it cheaper elsewhere.”
“Can I ask you question?”
“Sure.”
“One way companies cut costs is cushion density. Densities range from 1.5 which last 2-3 years before they sag to 2.5 with coils that last 10-15 years. What’s the density of the cushions in the other sofa?”

Prospect: “Hmm I'm not sure.”

(Detach) Seller: “Does it make sense to hit the pause button so you can find out?”

Prospect: “Yes, let’s do that.”

Do you notice the difference?

Price is the last refuge when there's no meaningful difference.

The pro seller is shining a light on a gap in the prospect's knowledge.
I call this a knowledge gap.

Knowing how to illuminate a knowledge gap is a sales superpower.