--- title: The Truth at Any Price, Even the Price of Your Deal | The Sales Blog description: "My friend Howard Bloom is one of the brightest minds I know, and the world’s greatest science researcher and writer. If you are unfamiliar with his work, you should start with The Lucifer Principle: A Scientific Expedition Into the Forces of History and work your way to The Genius of the Beast: A Radical Revision […]" image: https://www.thesalesblog.com/hubfs/The%20Sales%20Blog-2.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 # The Truth at Any Price, Even the Price of Your Deal ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) July 1, 2010 [![guillotine](https://www.thesalesblog.com/hs-fs/hubfs/Imported_Blog_Media/iStock_000002662649XSmall.jpg?width=297&height=404&name=iStock_000002662649XSmall.jpg "The Truth at Any Price")](https://www.thesalesblog.com/hubfs/Imported_Blog_Media/iStock_000002662649XSmall.jpg)My friend [Howard Bloom](http://howardbloom.net/) is one of the brightest minds I know, and the world’s greatest science researcher and writer. If you are unfamiliar with his work, you should start with [The Lucifer Principle: A Scientific Expedition Into the Forces of History](http://www.amazon.com/Lucifer-Principle-Scientific-Expedition-History/dp/0871136643/ref=iannarinosqu-20) and work your way to [The Genius of the Beast: A Radical Revision of Capitalism](http://www.amazon.com/Genius-Beast-Radical-Re-Vision-Capitalism/dp/1591027543/ref=iannarinosqu-20). Howard lives by a scientific principle: The truth at any price, even the price of your life. One of the reasons I love Howard is that he walks his talk here, and he is willing to live with the consequences of doing so. In sales, your honesty, your integrity, and your [credibility](http://thesalesblog.com/2010/06/influence-equals-credibility/) allow you to win deals; your dream client has to trust that you are all of these things in order to buy from you. They are [table stakes](http://thesalesblog.com/2010/03/honesty-and-integrity-are-table-stakes-and-more/). Where the rubber meets the road is whether or not we are willing to live by the standard we profess when it comes with consequences. The question for those of in sales has an equally ominous finality that must be more than hyperbole: Are you willing to give your client the truth at any price, including the price of your deal? #### What I Have Lost I have personally lost deals because I would not allow my dream client to keep [their vision](http://thesalesblog.com/2010/05/whose-proposal-is-more-likely-to-win-your-story-their-story-or-our-story/). I couldn’t tell them that they could have what they wanted because to do so would be to lie to them. I lost to competitors who were willing to lie and to tell the client that they could deliver the client’s vision in order to win their business. Some of my competitors eventually lost the business because they could not achieve the outcome that they promised, and I eventually won some of those clients later. But some of them didn’t lose the client that they gained, even when the promises they made were never kept (and I would argue that the promises were never intended to be kept). These clients accepted an inferior offering because [they didn’t want to undergo the change ](http://thesalesblog.com/2010/06/ignorance-is-bliss-why-your-dream-client-takes-the-blue-pill/)that would enable them to achieve the outcome that they wanted. They preferred to believe that they could have the status quo and have the improvement they needed. I lost some of these dream clients. And I have sat by watched them bounce through a long parade of vendors who would tell them what they wanted to hear, even when they should have recognized that it wasn’t true. #### What I Have Gained But there is another side to telling the truth, one that doesn’t end with you losing the deal. In more cases than cases I have lost, my honesty as to what was required to achieve the outcome my dream client needed enabled me to win the deal—even when what I said conflicted with what my dream client wanted to believe. I have won dream clients because I was willing to tell the truth even when many of my competitors were not. On more than one occasion, I have found myself in a boardroom of executives who have told me that I was the only one who told them that they couldn’t have what they wanted and what it would take to give them what they wanted (talk about differentiation). Fortunately, I was able to support my beliefs with logical, concrete and irrefutable facts. Even more fortunately, I was presenting to a group of grown ups that knew that achieving better results would require a serious change effort. But you don’t always know that when you step into the boardroom. If you would be honest, if you would have the integrity and the credibility that is required of great salespeople, you have to step into the boardroom knowing that you are going to tell the truth at any price, including the price of your deal. #### Conclusion Being honest with your dream client is not always without a price. Sometimes it can cost you your deal, and sometimes when you most desperately need the deal. If you would be great, then you must be honest at any price, even the price of your deal. #### Questions 1. 1. If honesty and integrity and credibility are important, how are these ideas tested? 1. 1. What is your personal standard when it comes to telling the truth? 1. 1. What price are you willing to pay for your honesty? Are you willing to lose the deal? 1. 1. How do you live with the fact that your competitors may win your deal by lying to your dream client and promising something they can’t deliver? 1. Are you willing to tell the truth at any price, including the price of your deal? For more on increasing your sales effectiveness, subscribe to [the RSS Feed](https://www.thesalesblog.com/feed/) for The Sales Blog and my [Email Newsletter](http://thesalesblog.us1.list-manage.com/subscribe?u=76cf0c62588f9f49b6d04a3d9&id=ecb6981006). Follow me on [Twitter](http://twitter.com/iannarino), connect to me on LinkedIn, or friend me on [Facebook](http://www.facebook.com/iannarino). If I can help you or your sales organization, check out my coaching and consulting firm, [B2B Sales Coach & Consultancy](http://www.b2bsalescoach.com/), [email me](mailto:anthony@gmail.com), or call me at (614) 212-4279. Read my interview with Tom Peters ([Part One](http://thesalesblog.com/2010/03/the-sales-blog-interview-tom-peters-on-the-little-big-things-part-one/) and [Part Two](http://thesalesblog.com/2010/03/the-sales-blog-interview-tom-peters-on-the-little-big-things-part-two/)). Read my [Blogs.com](http://www.blogs.com) featured guest post on the [Top Ten Sales blogs](http://www.blogs.com/topten/top-10-sales-blogs/). Read my monthly post on [Sales Bloggers Union](http://www.salesbloggers.com/author/iannarino/). Get [The Sales Blog iPhone App](http://itunes.apple.com/us/app/the-sales-blog/id349930905?mt=8) to read The Sales Blog and [Twitter Feed](http://www.twitter.com/iannarino) on your iPhone. ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2010](https://www.thesalesblog.com/blog/tag/2010) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on July 1, 2010 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" : "2021-09-17T2:40:37 PM", "datePublished" : "2010-07-01 09:09:43", "description" : "My friend Howard Bloom is one of the brightest minds I know, and the world’s greatest science researcher and writer. If you are unfamiliar with his work, you should start with The Lucifer Principle: A Scientific Expedition Into the Forces of History and work your way to The Genius of the Beast: A Radical Revision […]", "headline" : "The Truth at Any Price, Even the Price of Your Deal", "image" : { "@type" : "ImageObject", "height" : 16, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/Image/favicon.ico", "width" : 16 }, "mainEntityOfPage" : { "@id" : "https://www.thesalesblog.com/blog/the-truth-at-any-price-even-the-price-of-your-deal", "@type" : "WebPage" }, "name" : "The Truth at Any Price, Even the Price of Your Deal", "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" } } ```