--- title: Violating My Own Beliefs About Price | The Sales Blog description: I am writing this from the backseat of a car as my driver takes me to the airport. When I booked this trip, I looked at a couple of choices of companies to provide transportation from the airport to the hotel. It is a one hour trip from the airport to the hotel, and because […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_62138191.jpg --- ### [Now booking SKO meetings for 2026/27! 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When I booked this trip, I looked at a couple of choices of companies to provide transportation from the airport to the hotel. It is a one hour trip from the airport to the hotel, and because I am leaving right after I speak, I don’t need a car of my own. The [price difference](http://thesalesblog.com/2013/07/29/price-is-an-expression-of-value/) between the two options I explored was $80. Compared with the overall price, that’s a lot of money because it is a high percentage of the total. Remember, it’s only a ride from the airport to the hotel, from point A to point B. One thing is for sure; the driver smokes in the company’s car. The air fresheners designed to mask the smell only remind you that someone has been smoking in the car. I noticed it as soon as the driver showed up. She was ten minutes late and told me she was stuck in traffic. At 9:30 PM. In Jacksonville, Florida. My driver is a very nice, pleasant person. It isn’t her fault that the car has a severe suspension problem. We are driving down the freeway at 75 miles per hour into very high winds. The car is all over the mostly empty road. But when we pass trucks, it’s a bit of a safety issue. We are very close to bumping into the trucks next to us when the wind gusts. The steering wheel has a lot of play. I tell her, “Wow, the suspension on this thing needs work.” She says, ” The owner just replaced the shocks.” That might have solved one problem, but there are clearly more problems. My outcome wasn’t the cheapest ride from the airport to the hotel. My outcome was a comfortable, safe ride to the airport. As priorities go, I would have given up comfort for safety. That’s the difference between price and cost. Just now, as I am writing these words, we ran over someone’s bumper. The driver was going to swerve, but the suspension was so bad, she couldn’t. She said, “You think that there is a problem with the suspension?” [Price and cost are different](http://thesalesblog.com/2010/10/21/selling-and-the-difference-between-price-and-cost/). [**Tweet](https://twitter.com/intent/tweet?text=Violating+My+Own+Beliefs+About+Price&url=https%3A%2F%2Fthesalesblog.com%2F2016%2F02%2F24%2Fviolating-my-own-beliefs-about-price%2F%3Futm_source%3Dtwitter%26utm_medium%3Dsocial%26utm_campaign%3DSocialWarfare&via=iannarino) **Pin [**Share26](https://www.linkedin.com/cws/share?url=https%3A%2F%2Fthesalesblog.com%2F2016%2F02%2F24%2Fviolating-my-own-beliefs-about-price%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dsocial%26utm_campaign%3DSocialWarfare) [**Share6](https://www.facebook.com/share.php?u=https%3A%2F%2Fthesalesblog.com%2F2016%2F02%2F24%2Fviolating-my-own-beliefs-about-price%2F%3Futm_source%3Dfacebook%26utm_medium%3Dsocial%26utm_campaign%3DSocialWarfare) [**Email](mailto:?subject=Violating%20My%20Own%20Beliefs%20About%20Price&body=I%20am%20writing%20this%20from%20the%20backseat%20of%20a%20car%20as%20my%20driver%20takes%20me%20to%20the%20airport.%20When%20I%20booked%20this%20trip%2C%20I%20looked%20at%20a%20couple%20of%20choices%20of%20companies%20to%20provide%20transportation%20from%20the%20airport%20to%20the%20hotel.%20It%20is%20a%20one%20hour%20trip%20from%20the%20airport%20to%20the%20hotel%2C%20and%20because%20I%20am%20leaving%20right%20after%20I%20speak%2C%20I%20don%27t%20need%20a%20car%20of%20my%20own.%20The%20price%20difference%20between%20the%20two%20options%20I%20explored%20was%20%2480.%20Compared%20with%20the%20overall%20price%2C%20that%27s%20a%20lot%20of%20money%20because%20it%20is%20a%20high%20percentage%20of%20the%20total.%0D%0A%0D%0ARead%20More%20Here:%20%20https%3A%2F%2Fthesalesblog.com%2F2016%2F02%2F24%2Fviolating-my-own-beliefs-about-price%2F%3Futm_source%3Demail%26utm_medium%3Dsocial%26utm_campaign%3DSocialWarfare) [**Pocket](https://getpocket.com/save?url=https%3A%2F%2Fthesalesblog.com%2F2016%2F02%2F24%2Fviolating-my-own-beliefs-about-price%2F%3Futm_source%3Dpocket%26utm_medium%3Dsocial%26utm_campaign%3DSocialWarfare) [**Buffer8](https://bufferapp.com/add?url=https%3A%2F%2Fthesalesblog.com%2F2016%2F02%2F24%2Fviolating-my-own-beliefs-about-price%2F%3Futm_source%3Dbuffer%26utm_medium%3Dsocial%26utm_campaign%3DSocialWarfare&text=Violating+My+Own+Beliefs+About+Price) 40 Shares ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2016](https://www.thesalesblog.com/blog/tag/2016) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on February 24, 2016 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. 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