--- title: The Difficult Choice Is Easy | The Sales Blog description: Some things that you might believe make selling easier actually make it far more difficult. You might believe that lowering your price makes it easier for your client to choose you over your competitors. But lowering your price lowers the perception of value that you are creating and makes it more likely that your client […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Screen-Shot-2013-11-02-at-8_57_41-PM.png --- ### [Now booking SKO meetings for 2026/27! 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You might believe that lowering your price makes it easier for your client to choose you over your competitors. But lowering your price lowers [the perception of value](http://thesalesblog.com/blog/2013/07/29/price-is-an-expression-of-value/) that you are creating and makes it more likely that your client chooses a competitor with a lower price. Why? Because you commoditized yourself and made price the issue instead of value. You might believe that allowing your prospect to control “[the process](http://en.wikipedia.org/wiki/Buying_decision_process)” makes you a better salesperson, that by following their commands you are demonstrating what kind of partner you will be, and that doing so increases the likelihood that you are chosen. But allowing your client to control the process eliminates many of the steps you need to take to both create value and position yourself to win. Why? Because not asking for the commitments you need eliminates your ability to create value and makes you transactional. You might believe that not telling your prospective client just how difficult it is going to be to get the result they want, that their own [constraints](http://www.mindtools.com/pages/article/toc.htm) (including under-investing) are the root cause of their problems, and that it is going to take more time, more effort, and more money will make it easier for you to win their business. Maybe it will; but what then will you be charged with? If you want to be a consultative salesperson, a trusted advisor, and a Level 4 Value Creator, then you have to tell the truth. It’s your truthfulness, your candor, and your willingness to help come up with ideas that can help that makes you worth buying from. Avoiding the difficult conversations makes you something less, someone less, someone selling transactionally. Just as [fast is slow and slow is fast](http://thesalesblog.com/blog/2012/11/06/fast-is-slow-slow-is-fast/), difficult is easy and easy is difficult. ###### 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 November 2, 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. 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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" : "2022-06-16T3:22:25 PM", "datePublished" : "2013-11-02 21:06:01", "description" : "Some things that you might believe make selling easier actually make it far more difficult. You might believe that lowering your price makes it easier for your client to choose you over your competitors. 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