Lushin and Associates is still proudly advertising their "expensive and difficult sales training." Doesn't the tough economy mean they should scale back their advertising, or at least scale back their emphasis on "expensive and difficult?"

Not if they believe in it. And not if they are committed to the value their services provide. Not if they can prove their services are worth a premium. Surely they can argue that sales excellence and effectiveness are more valuable now than ever.

Times are tight and customers are cost-sensitive in every market, but that doesn't always mean an automatic price concession. Just thought I'd say publicly that I respect them for holding the line.

Labels: branding, differentiation, messaging, pricing, salesmanship, strategy