James Anderson visits a hospital to sell functional trolleys. During his conversation with the buyer, he understands that the buyer is not seeing any product benefit and is seeing only the price. James' trolleys are not the cheapest available in the market. What action can be taken by James to overcome this situation? James can use the SELL sequence technique. He can offer a discount to make the product competitive. James cannot sell the product here as he has not qualified the prospect before that sales call. James should visit the prospect regularly to build trust. James can use a demonstration to convince the customer.