Gain a better understanding of how sales professionals can boost sales and decrease price arguments using psychological research. Customers today are powerful. Customers have much more data in their hands because of mobile technology that allows them to understand price and value BEFORE they speak with a sales person. With the sale becoming more complex, psychology is required to understand buyer resistance, sales resistance and close the sales gap. If you and your sales team find that you need help closing more sales and desire to meet less resistance then this topic was built with you in mind to help you close more business today - guaranteed! Psychological pricing is nothing more than the how pricing your products and services relative to your consumers provides value to your product. While many believe that cost is an option for every customer; the truth is consumers today are smart and desire trust and value before they spend one dollar. Therefore, it is important that you understand how to price effectively, understand your competition and provide the value required of your consumer.