Customers ask for discounts. Salespeople try to say “no” but they rarely succeed. Most know they’re supposed to sell value, but don’t know how. This book reveals how buyers discover value, and how salespeople can help.

Since you are reading this book, someone likely told you to “sell value”.  You probably heard someone say, “stop selling features and sell value instead.”  This is brilliant advice, but it’s flawed.  I rarely meet anyone (other than pricing professionals) who even knows what value means.  How can you be expected to sell value when your colleagues don’t understand it?  The people who built your products probably don’t understand value.  The people who market your products probably don’t understand value.  Your boss probably doesn’t understand value.  

These are some bold words, and they are not meant to hurt anyone.  How can you know what you haven’t been taught?  

As a pricing person, I focus on a concept called Value-Based Pricing.  It means charge what your customers are willing to pay.  I’ve spent years learning how buyers value products.  And I’ve spent years teaching people about pricing and value, which is how I know most people don’t understand value.