Converters often lament that end-user customers are only concerned with price. But realistically, price is not the main issue that prompts a customer to buy. What is most important—and unfortunately most overlooked by business people—is the value you offer a client.

Business consultant Richard Buckingham, president of GoalStar Business Strategies in Bethesda, Md., suggests the No. 1 goal should be to educate the customer about what sets you apart from the competition. By keeping your sales presentation focused on three main elements—expertise, quality and service, you'll turn more inquisitive prospects into paying clients.

Expertise: Most business people, whether they're novices or professionals, never completely and clearly display their experience to clients, Buckingham says. They mistakenly let price be the main issue. The fact is that clients are not buying price; they're buying all the experience and value your firm offers. Whether you realize it or not, clients are paying for all your years in business, your hard-earned business lessons, your successes, and all the "failures" you have learned from. You need to understand and accept this fact before your client ever can.

Quality: If clients are hung up on price, you have not properly educated them on the importance of quality, Buckingham advises. To base a purchase decision on price alone is very shortsighted. You must demonstrate that what in the short-term appears to be the least expensive option could very well be more expensive in the long-term.

Become a trusted advisor to your clients where you explain and advise them on all the possibilities and the short and long-term ramifications of each, he says. The more you educate your clients by offering them a variety of options, the greater your chance to earn their lifetime business. Education over selling—that's the cement that builds a lifetime relationship.

Service: Lastly, Buckingham says most business people never completely use the outstanding advantage of service. Service is really the client's ease of doing business with you. This relates to how long it takes you to return phone calls or complete a transaction. Do you consistently meet deadlines? Is your firm client-friendly?

Providing outstanding service means taking the initiative to treat every transaction as if it were your last opportunity to serve the client, he explains. Call clients before they have to take the time to call you. Finally, after providing a product or service, find out if they're happy. This one follow-up call is worth more than all the preceding calls made to get the sale.

Price is only an issue if you let it be, Buckingham says. Any price issues should disappear when you demonstrate your expertise, offer the highest quality possible, and provide excellent service.

In today's economic climate, this is just what you may need to survive.