--- title: Lowest Price Comes at a Cost That Is Too High | The Sales Blog description: The resort where my family and I recently stayed has a contract with a transportation company. The transportation company mainly moved people from the resort to the theme parks and back, but they also transported them to shopping malls, restaurants, and other stores. It is a nice idea. The first van that took my two […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Screen-Shot-2014-01-02-at-8_26_15-PM.png --- ### [Now booking SKO meetings for 2026/27! Learn more](https://www.thesalesblog.com/authority) [![Iannarino The Sales Blog](https://www.thesalesblog.com/hubfs/2021%20Website/Images/ai-logo-web.svg) ](https://www.thesalesblog.com) - WIN AT SALES - The Sales Environment - [ Sales is broken ](https://www.thesalesblog.com/sales-is-broken) - [ Modern sales ](https://www.thesalesblog.com/revenue-growth-blueprint) - Sales Resources - [ Blog ](https://www.thesalesblog.com/blog) - [ Podcast ](https://www.thesalesblog.com/blog/tag/the-anthony-iannarino-show) - [ Live Training Events ](https://events.thesalesblog.com) - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies) [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111) ###### Live Training Events ### Upcoming training events & workshops [![Sales Accelerator Training](https://no-cache.hubspot.com/cta/default/2922376/cda2541c-e77c-44de-9752-0a68716d50e9.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/cda2541c-e77c-44de-9752-0a68716d50e9) ###### Online Training Platform ### Sales Accelerator [![Revenue Growth Blueprint](https://no-cache.hubspot.com/cta/default/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6) ###### #1 Resource ### Revenue Growth Blueprint - [ BLOG ](https://www.thesalesblog.com/blog) - [ SPEAKING ](https://www.thesalesblog.com/speaking) - SALES TRAINING - [ Sales Accelerator + Monthly Webinars Bundle ](https://www.thesalesblog.com/sales-training-events-bundle) - [ For Individual Reps ](https://www.thesalesblog.com/individuals) - [ For Teams ](https://www.thesalesblog.com/sales-accelerator) - [ Events & Other Programs ](https://events.thesalesblog.com) - [ Hire Anthony to Speak ](https://www.thesalesblog.com/speaking) - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies) - [ EVENTS ](https://events.thesalesblog.com) - [ BOOKS ](https://www.thesalesblog.com/books) - [ ABOUT ](https://www.thesalesblog.com/anthony-iannarino) - [ CONTACT ](https://www.thesalesblog.com/contact) - Hit Sales Targets [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111) ###### LIVE TRAINING EVENTS ### Upcoming virtual training events & in-person workshops ###### Improve your win rates [![Speaking](https://no-cache.hubspot.com/cta/default/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279) ###### Keynotes & Workshops ### Hire Anthony to Speak @ Your Event # Lowest Price Comes at a Cost That Is Too High ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) January 2, 2014 The resort where my family and I recently stayed has a contract with a transportation company. The transportation company mainly moved people from the resort to the theme parks and back, but they also transported them to shopping malls, restaurants, and other stores. It is a nice idea. The first van that took my two daughters and me to Target to buy supplies had a problem. As we were driving on a three-lane highway in the fast lane, the anti-lock brakes deployed for no reason. The van started to bounce violently as the driver did her best to cross two lanes of traffic. The next day I asked for an SUV, but was given a different van. This van had suspension problems, and the check engine light was illuminated the entire time. For a couple trips, I was given the newest SUV. The engine light was on in this vehicle too, but it felt safe. Then, the transportation company sent the van to pick up my family for what was to be our last trip using this transportation company. The final van we were given had only one working seat belt in the second row of seats. Being polite, I had volunteered to sit in the back, leaving my wife and my daughters in the middle seat, only one of them wearing a seat belt. I complained. I called the resort to tell them the transportation was unacceptable, and they would have to do better. I was promised a call back, but that call didn’t happen. I called the transportation company. The manager said, “Why are you making a big deal out of this?” I forcefully (and rather colorfully) expressed my feelings. Then I called another transportation company. I asked if I could have a relatively nice, relatively safe vehicle to transport my family. This transportation company charged [a higher rate](http://thesalesblog.com/blog/2013/07/29/price-is-an-expression-of-value/). The price for the dirty, rundown, dangerous vehicle and the accompanying horrendous experience was $35 one-way. The price for the new, pristine, seatbelt equipped, comfortable, leather chaired vehicle was $45 one way. The first transportation company isn’t making the kind of money they need [to deliver](http://thesalesblog.com/blog/2010/10/21/selling-and-the-difference-between-price-and-cost/) for their customers, whether they think they are or not. The resort awarded them an exclusive contract, surely in part based on their prices. Bu there is no attention to detail. There is no caring. They aren’t delivering the right experience. The second transportation company charges significantly more money. Over the course of 14 trips, using the second company would cost $140 more. But the experience is easily worth the additional money. It eliminates certain unacceptable risks that can’t be measured in financial terms. And this transportation company pays exceptional close attention to the details. It is clear that they care about delivering an experience. As soon as the first transportation company has an accident carrying the resort’s passengers, it’s likely they will lose the negligent resort as their client. You are wrong to believe that people want the lowest price. You are wrong to believe that people won’t pay more for a better experience. You are wrong to believe that people won’t invest more to avoid certain risks. [People want to pay more](http://thesalesblog.com/blog/2013/06/29/video-dont-compete-on-price/), but they need you to create greater value. #### Questions Are you capturing enough value to deliver the real outcomes your clients or customers expect? What risks do your clients avoid by paying more? What investments do you need to make to execute for your clients? ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2014](https://www.thesalesblog.com/blog/tag/2014) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on January 2, 2014 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/c9f553be-fbba-4813-9199-95c1603472e7.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/c9f553be-fbba-4813-9199-95c1603472e7) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-09-17T2:40:32 PM", "datePublished" : "2014-01-02 21:05:17", "description" : "The resort where my family and I recently stayed has a contract with a transportation company. The transportation company mainly moved people from the resort to the theme parks and back, but they also transported them to shopping malls, restaurants, and other stores. It is a nice idea. The first van that took my two […]", "headline" : "Lowest Price Comes at a Cost That Is Too High", "image" : { "@type" : "ImageObject", "height" : 16, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/Image/favicon.ico", "width" : 16 }, "mainEntityOfPage" : { "@id" : "https://www.thesalesblog.com/blog/lowest-price-comes-at-a-cost-that-is-too-high", "@type" : "WebPage" }, "name" : "Lowest Price Comes at a Cost That Is Too High", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "height" : 24, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/TSB/images/TSB%20Logo%20Dark.svg", "width" : 228 }, "name" : "The Sales Blog" } } ```