<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=577820730604200&amp;ev=PageView&amp;noscript=1">

(Part One is here)

Dissatisfaction is the key to capturing a higher price than your competitors when you are trying to make a competitive displacement. It not only provides the compelling reason to change, it gives you the opportunity to create value that’s worth a higher price.

Without dissatisfaction, there is no reason to pay more.

Sometimes you are asked to fill out vendor paperwork and your dream client procurement department dictates the price. They believe that you are a commodity and there is no value that you can create that is worth paying more to obtain. But if they are adding suppliers, there is a reason.

Sometimes you are told that if you want an opportunity to work with your dream client, you’ll have to match your competitor’s price. There is so much wrong with this! If your dream client feels they need to add (or replace) someone, there is some level of dissatisfaction.

In both of the case above, if your dream client isn’t getting what they need, it’s likely that they’re underinvesting in the result they need. Instead of matching the price you need to discover the source of the dissatisfaction and cure it … for a price commensurate with the greater value you create.

Dissatisfaction comes with a cost. Sometimes the gap between your dream clients current and future state is hard, easily identifiable costs, like lost sales, waste, missed shipments, down time. It’s usually pretty easy to capture these costs and use them to justify a higher price. Some costs are softer, they’re more difficult to capture, like time and energy. But these costs are no less real. And they can also be used to justify a higher price.

Dissatisfaction means a higher price for greater value is possible.


What gap does your dream client need to have to make you worth paying more?

If you can’t identify the gap and the greater value you create, why should your dream client pay more?

Why is it worth it for your dream client to pay more and acquire the greater value you create?

Why do you need to be paid for creating greater value?

Sales 2013
Post by Anthony Iannarino on May 3, 2013

Written and edited by human brains and human hands.

Anthony Iannarino

Anthony Iannarino is an American writer. He has published daily at 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. You can reach Anthony at thesalesblog.com or email Beth@b2bsalescoach.com.

Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at iannarino@gmail.com

ai-cold-calling-video-sidebar-offer-1 Sales-Accelerator-Virtual-Event-Bundle-ad-square
salescall-planner-ebook-v3-1-cover (1)

Are You Ready To Solve Your Sales Challenges?


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

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!