Sales costs are the tax we pay for one of two things:

#1 The margin between cost and value is negative (“it’s not worth it”)
#2 There is no margin between cost and value (it’s as much as you’re willing to pay)

This post is about #2.

The problem with #2 is that it’s deemed shrewd, smart, good business.

People happily buy things that they believe are worth more than they cost. But #2 makes that difficult to determine. And so we pay the tax.

The alternative is to leave some value on the table. To let people happily buy things knowing the value is worth more than the cost. Then we don’t pay the tax.

We pay one way or another… we can choose the option that makes our customers happier, if we want.