Do it. Be accountable. Honesty turns into trust which is what generates sales.
When I tell someone in my sales role that FreshBooks is not good fit for them and this is why, they might not be a sale for me, but they might get 5 people to signup as it would be a good fit for them. That half hour conversation of no immediate sale turns into 5 long term sales. It also shows I am honest and accountable; that I can be trusted. Everyone rather buy something from someone (or a company) who is trusted.
Get clinical (as Roger More taught me) about what you are selling. What are they looking for? What do they want? When your buyer looks into your product (hopefully), why did they choose to look instead of keeping with the status quo? What do they currently use to satisfy that need? What do you need to do to bring them to your product? Come back to these basic steps (ask the right questions). I try to do it in sales as much as possible, but I continue to forget to get clinical.
I use this to engage them (start a conversation) and then try to figure out the process of how they currently satisfy their need and how my product will help them achieve that better that makes my product worth the price.
Great post by my VP of Marketing (Mitch Solway (Mitchie for short). Some of us run into these decisions in life (for those who are remarkable (the Family), others in business (Ivey and Manchester (Strategy in Financial Context course) helped me with this, making decisions with limited information and then relying in action and my own hedging of the decision).