--- title: What You Say Isn’t What I Hear | The Sales Blog description: "“They were really interested, but the deal just fizzled out.” Read: I didn’t do a good job helping the client understand the implications of not changing. “The client couldn’t understand the value of our solution.” Read: I wasn’t able to effectively convey the value of our solution. “I would have won the deal, but my […]" image: https://www.thesalesblog.com/hubfs/The%20Sales%20Blog-2.jpg --- ### [Now booking SKO meetings for 2026/27! 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It builds trust.” **Read**: I don’t believe that I can create enough value myself, so I prefer to lean on the [company’s history](http://thesalesblog.com/2018/02/16/delete-your-first-8-slides-season-2-episode-25/) and our products to do the selling because that is where the real value is for them. “Every client wants the lowest price.” **Read**: I don’t yet know that leaders invest and buyers always ask about a lower price. “I don’t like to read [books](http://thesalesblog.com/2018/08/25/an-autobiography-in-books/).” **Read**: I don’t understand just how critical my personal and professional development is to my results. “My territory is terrible. That’s why I can’t make my number.” **Read**: I look for [excuses](http://thesalesblog.com/2017/05/02/committed-excuses-goals-episode-101/) that I can use to rationalize my failure before I even try. “I’ve been selling for 20 years.” **Read**: There is nothing for me to learn because I prefer to have the same year over and over. “My business is different.” **Read**: I don’t want to believe that the [principles](http://thesalesblog.com/2017/08/23/your-industry-is-not-immune-to-the-principles-of-selling/) of sales apply to me. “Selling should be [easier](http://thesalesblog.com/2015/03/18/dont-wish-it-was-easier/).” **Read**: I don’t want to have to change. ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2019](https://www.thesalesblog.com/blog/tag/2019) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on January 21, 2019 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" : "2021-06-15T6:27:44 PM", "datePublished" : "2019-01-21 19:44:50", "description" : "“They were really interested, but the deal just fizzled out.” Read: I didn’t do a good job helping the client understand the implications of not changing. “The client couldn’t understand the value of our solution.” Read: I wasn’t able to effectively convey the value of our solution. “I would have won the deal, but my […]", "headline" : "What You Say Isn’t What I Hear", "image" : { "@type" : "ImageObject", "height" : 16, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/Image/favicon.ico", "width" : 16 }, "mainEntityOfPage" : { "@id" : "https://www.thesalesblog.com/blog/what-you-say-isnt-what-i-hear", "@type" : "WebPage" }, "name" : "What You Say Isn’t What I Hear", "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" } } ```