Q C R E AT I N G R E A L VA L U E U S I N G Y O U R P R I C E P O I N T 71 be exposed to alcohol. If recovering alcoholics are exposed daily to alcohol in their surroundings, it is going to be very tempting for them to slide back into their old state. If, on the other hand, they no longer are exposed to alcohol in their surroundings, then in time the temptation of alcohol becomes less and less. If you don't want to discount your price, then you must hold firm to not discounting your price for anyone, no matter the situation. Using Time to Drive Value Another great strategy to help sell at full price involves using the element of time. There is only one resource that is not replaceable and that is time. Use it to your advantage. When you communicate to the customer your price point, you must also state the specific time period that price is available. The shorter the time period, the better. I introduce this issue last for one reason. If you do not think any of the other strategies I've shared in this chapter will work for you, then certainly the strategy of time is one that can work. Time is a wonderful tool to leverage against a cus- tomer's decision-making process. Yes, there are customers who will try to leverage time against the salesperson as a way to try to secure a lower price. Never let yourself make an offer to a customer without also including the date the offer expires. Whether you adhere to it is secondary to the point of putting a specific date in your written or verbal offer to the customer. Time (particularly the shortness of time) always prompts a sense of urgency. When combined with your price point, American Managememt Association · www.amanet.org