Selling "item and price"; a sure recipe for disaster for any small business regardless of whether you sell products, services, or both. It is a game you cannot win. Most everything you sell or provide falls into the category of "discretionary spending". This means the customer is spending money they do not have to spend.

Therefore, this spending is for enjoyment of the product, the service and/or the experience of spending the money. Selling begins with your deciding you are going to enjoy the process so that your employees and your customers can also do so.

We can see many businesses selling the wrong stuff, and a few businesses selling the right stuff. It does not matter if the business is selling a product, a service, or a combination of the two.