Why Get Hung Up About Price?

Here’s a quick excerpt from a study published in the Harvard Business Review (the undisputed Daddy of management journals) about what ‘buyers’ think reps’ biggest mistakes are – the pleasing headline is that having too high a price is the very bottom, just 2% worth!

% 

26 not following company buying process 
18 not listening to needs 
17 no follow up 
10 solutions unexplained 
04 no understanding of their business 
03 act too familiar 
02 no respect for/knowledge of competition
and at the very bottom –
02 too high a price quoted

So why do reps get so wound up about price, then?