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You can’t buy half a car

When it comes to selling, it’s vital that you give your client what they need, not what they want.

I know, I know, it can be a little uncomfortable to do that for two reasons: 1) your client is ready to say yes to something, and 2) you don’t want to lose out on the opportunity to get paid.

But if you’re reading this, you believe like I do that it’s your calling to do right by your client.

Occasionally you’ll tell your client what you think they need, and they’ll say “that sounds great, but what can you do for half the price?”

Perhaps the answer should be “nothing.”

If you believe that you can only deliver the solution your client needs for the price and scope you quoted, stand firm.

Let’s do a little thought experiment.

If you went to buy a new car, and you couldn’t afford the car, the dealership wouldn’t simply say “okay, we’ll cut the car in half. You can have it at half price.”

No, that’d be absurd. Half a car isn’t worth half price, half a car is worth nothing.

Instead, they’d offer you a different vehicle that meets your price range. Maybe it’s a scooter, or a motorcycle, or a used car.

Imagine instead that you were starting a tow truck business. You head to the dealer to find a tow truck that suits you, only to find out that they start at around $50k, and go up to over $100k from there. If you asked “what can you do for $20k,” what should the dealer say?

I’ll wait and let you think.

(The Jeopardy theme plays in the background.)

The correct answer is “nothing.” You can’t get a tow truck for $20k. You can’t buy a used Ford F150 and slap a wench on the back and call it a tow truck. That’s not a tow truck, and you can’t start a towing business with that vehicle.

In fact, there’s only one way to start a towing business: with a tow truck.

If your client needs a solution at a price that you can’t deliver, stand your ground.

Tell them it’s impossible at that price, and sell them nothing rather than selling them an F150 when they actually need a tow truck.