--- title: To Sell as a Peer, You Have to Go There | The Sales Blog description: In sales your fear will tell you not to “go there.” But not “going there” is to fear the wrong danger. The safest course of action is to “go there.” image: https://www.thesalesblog.com/hubfs/The%20Sales%20Blog-2.jpg --- ### [Now booking SKO meetings for 2026/27! 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It’s easy to allow your fear to prevent you from engaging in the conversations necessary to move things forward and instead, avoid the topic altogether. Your fear will tell you not to “go there.” But not “going there” is to fear the wrong danger. The safest course of action is to “go there.” ## Leading With Your Higher Price You don’t want to [talk about your price during an early](http://thesalesblog.com/2013/09/30/sell-price-from-in-front/) sales interaction because you know it is higher than your competitor’s price. Because you won’t “go there” your dream client thinks you are hiding something, namely that you aren’t worth that much more. ## Change or Suffer the Consequences You don’t want to talk about how your prospect’s current state is untenable, how it’s hurting them, and how much they are putting their future at risk. You believe that you are better served by talking about what you sell. Without “going there,” you never create [a compelling case for change](http://thesalesblog.com/2011/11/13/building-dissatisfaction-and-a-compelling-case-for-change/) and your prospect doesn’t take action. ## Asking for Access It makes you uncomfortable to bring up the subject that the contact you are working with is going to need to bring other people from her company—including [some who will oppose](http://thesalesblog.com/2015/11/03/avoiding-obstacles-doesnt-make-them-go-away/) any change initiative—in order to move forward together. But if you won’t “go there” you will avoid making your contact uncomfortable and you will also avoid winning a deal. ## Resolve Their Concerns Your dream client has concerns. They’re not sure that you are going to deliver the results you promise. They’re also not sure if they’re making a good decision. They’ve hinted that they’re worried that they aren’t going to fare well should your initiative fail. You know these concerns exist, but you don’t want to “go there” for fear of making things worse. Your [avoidance](http://thesalesblog.com/2011/12/29/avoidance-is-not-a-relationship-building-strategy/) only makes it more unlikely that your prospect can give you a “yes.” You sell as a peer, not as someone who is fearful, subservient, and unsure of themselves. A peer doesn’t fear “going there, they embrace the difficult issues and the sticky situations. That’s what makes them a peer. “Going there” breeds trust and confidence. ###### 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 May 13, 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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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" : "2021-09-17T1:42:59 PM", "datePublished" : "2016-05-13 21:13:54", "description" : "In sales your fear will tell you not to “go there.” But not “going there” is to fear the wrong danger. 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