This Classic Marketing Lesson Is Flawed

Barry Davret
6 min readNov 30, 2018
Photo by rawpixel on Unsplash

The first piece of advice a mentor gave me eight years ago changed my view of marketing forever. He explained why price does not matter in a transaction.

“Nobody buys on price,” he said.

It’s a favorite mantra propagated by sales and marketing gurus everywhere. I later learned that my mentor’s advice was partially right. I came to that realization…

Barry Davret

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