---
title: Don’t Let Them Change You | The Sales Blog
description: There are many good reasons to turn down business that you could win. But the most important reason to turn down business is when taking it would mean unintentionally changing your business strategy. Some sales organizations end up changing their strategy to lowest price without meaning to. They start selling to prospective clients who sell […]
image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_151323932.jpg
---

### [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

# Don’t Let Them Change You

![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg)

Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino)   
 October 26, 2013

There are many good reasons to [turn down business](http://thesalesblog.com/blog/2011/01/25/turn-down-that-deal-its-poison/) that you could win. But the most important reason to turn down business is when taking it would mean unintentionally changing your business strategy.

Some sales organizations end up changing their strategy to lowest price without meaning to. They start selling to prospective clients who sell lowest price to their own clients and customers, and just like that, these unsuspecting sales organizations are part of the lowest price value chain. They rationalize the decision to take the low price (and low margin) by extolling the great virtues of volume and revenue, underestimating the impact it has on their business, the additional time it takes to serve their large, low margin client over their smaller, higher margin clients, the challenges of executing [without the necessary profit](http://thesalesblog.com/blog/2012/04/16/how-to-keep-your-client-from-underinvesting/) to do so. I once heard someone jokingly refer to this strategy by saying, “We’re losing money on every transaction but we’re going to make it up on volume.” The additional volume isn’t a benefit when it crowds out new, high margin clients.

You are better off selling to your dream clients, the clients for whom you create breath taking, jaw dropping, earth shattering value. By creating the value you are meant to create for clients who benefit from it, you will be allowed to capture an appropriate portion of that value. If lowest price isn’t your strategy, winning clients on price will change you . . . for the worse.

Agreeing to provide the lowest price isn’t selling. It’s the opposite of selling.

###### Tags:

[Sales](https://www.thesalesblog.com/blog/tag/sales) [2013](https://www.thesalesblog.com/blog/tag/2013)

Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino)  on October 26, 2013

 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" : "2022-06-16T3:28:24 PM",
  "datePublished" : "2013-10-26 21:47:30",
  "description" : "There are many good reasons to turn down business that you could win. But the most important reason to turn down business is when taking it would mean unintentionally changing your business strategy. Some sales organizations end up changing their strategy to lowest price without meaning to. They start selling to prospective clients who sell […]",
  "headline" : "Don’t Let Them Change You",
  "image" : {
    "@type" : "ImageObject",
    "height" : 16,
    "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/Image/favicon.ico",
    "width" : 16
  },
  "mainEntityOfPage" : {
    "@id" : "https://www.thesalesblog.com/blog/dont-let-them-change-you",
    "@type" : "WebPage"
  },
  "name" : "Don’t Let Them Change You",
  "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"
  }
}
```