Bob Schultek
Author of 
The Gauntlet

Price is obvious to all buyers. It’s clear, direct and easy to evaluate. In a retail environment, it’s the same for everyone.

Value is different for every buyer. It is derived from the benefits or experience generated by the product or service purchased.

Selling on the basis of price is easier than selling the value your product or service produces. But doing so makes you a commodity – discounting your expertise, diminishing your brand, and setting you up for a one-way journey down in revenue and profit.

Selling value requires an investment of time and energy to discover a customer’s need and why resolving it is important. This enables the proposal of solutions that leverage your competencies to overcome obstacles and produce benefits which create value for the customer.

How often do you sell price vs. value?
How do you discover why resolving a customer’s need is important?