--- title: You Get What You Pay For. More Or Less. | The Sales Blog description: Cheap isn’t about value creation. It’s about the absence of value. It’s true that some segment of customers, regardless of any protestations to the contrary, uses price as their primary decision-making criteria. All things being equal, they’re right to choose price. But all things being unequal, buying on price alone is dangerously short-sighted and foolish. […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Screen-Shot-2013-12-16-at-7_38_13-PM.png --- ### [Now booking SKO meetings for 2026/27! 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More Or Less. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) December 16, 2013 Cheap isn’t about value creation. It’s about the [absence of value](http://thesalesblog.com/blog/2013/08/18/on-value-subtractors/). It’s true that some segment of customers, regardless of any protestations to the contrary, uses price as their primary decision-making criteria. All things being equal, they’re right to choose price. But all things being unequal, buying on price alone is dangerously short-sighted and foolish. #### Less Than What You Paid For You do get what you pay for. But you also get less than what you pay for when your buy on price alone. You get a lower standard of quality when there isn’t enough profit to deliver [craftsmanship](http://thesalesblog.com/blog/2013/03/08/on-being-a-craftsman/). You get a lower standard of care when the price doesn’t allow people to give you their [time and attention](http://thesalesblog.com/blog/2012/11/19/the-one-way-to-scale-things-that-dont-easily-scale/). You lessen the likelihood that you’ll get the outcomes that you really want, and you get less certainty when it comes to risks. You get what you pay for . . . and less. You’ve undoubtedly had this experience, haven’t you? #### More Than You Paid For A higher price doesn’t automatically translate to a greater value creation, but much of the time it’s a darn useful [heuristic](http://en.wikipedia.org/wiki/Heuristic). A higher price is normally the result of greater value creation. Things cost more because they produce a better result, a better experience, a better outcome. It costs more to deliver craftsmanship. It costs more to deliver a greater level of care. It takes more time and energy. You’ve had this experience too, haven’t you? You’ve been thrilled or delighted with the surprise of buying something that completely exceeded your already high expectations. #### Battle Lines Being Drawn Right now, commercial markets are [drawing lines.](http://thesalesblog.com/blog/2013/07/12/the-only-two-business-strategies/) There are those who believe that everything is [transactional](http://thesalesblog.com/blog/2013/11/21/stop-being-transactional-and-start-being-consultative/). Their goal is to drive costs out of the business, disintermediate the middle man, and pass those savings off to their clients. There are others who believe that there are customers and clients who are willing to pay more for something of greater value. Instead of trying to find a way to cut costs from the business, their goals are to make the necessary investments to create greater value. You get what you pay for. More or less. And so do your clients. What does that mean about who you are and what you sell? ###### 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 December 16, 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. 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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" : "2022-06-16T3:26:36 PM", "datePublished" : "2013-12-16 21:00:14", "description" : "Cheap isn’t about value creation. It’s about the absence of value. It’s true that some segment of customers, regardless of any protestations to the contrary, uses price as their primary decision-making criteria. All things being equal, they’re right to choose price. 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