The things I learned about business was taught by the school of hard knocks. I was “home schooled” if you will.
Your second paragraph is fascinating. I learned the same thing but put it in a different way. As a salesman (negotiator) I figured out there were three categories of customer. Type A is a guy that wants the best, nothing but the best, in fact equates the most expensive with the best. Those guys don’t grow on trees but there are more of them than you might imagine. And you aren’t doing him a favor by leading him to a cheaper model that actually fits his needs better, because he will always have in the back of his mind that there’s a better (more expensive) one than he has. Type B is where most people are; they’d like to be a Type A but they don’t have the money. But usually they’re willing to pay more than they anticipated if you can show them they’re getting much more value for the extra money. Those guys you always give two quotes, one that matches his budget and one that is an upgrade. Type C is the guy whose attitude is “you don’t fool me for one minute, I know your cheapest is as good as the other models, and if you aren’t the cheapest competitor you’re wasting both of our time.” I am never the cheapest, almost always the most expensive, and it is usually the Type C I tell we’re not a good fit. As a salesman (negotiator) the most important thing to do is to figure out which customer you’re dealing with and customize your pitch accordingly. It took me a long time to figure that out, but once I did I earned a very high “close” rate.