March 21, 2026

Less vs Rather

When presented with your price, a buyer will often ask themselves two very different questions in rapid succession. The first is:

“Can I get this same thing for less from someone else?”

• If the answer is Yes, then your prospect sees you as a commodity, and you are in a race to zero.
• If the answer is No, then they quickly move to the second question, which is this:

”Is there anything else I’d rather spend this money on?”

• If the answer is Yes, then the problem they think you solve is lower priority than other problems they’re facing.
• If the answer is No, then congratulations! You’re probably going to land the deal.

Here’s the thing...

If you’re losing deals, it’s very helpful to know which one of these tests you’re failing because the solution to each is very different.

Yours,

—J

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