You will inevitably run into clients who, as Oscar Wilde described the cynic, “knows the price of everything and the value of nothing.” These prospective clients view everything through the narrowest possible lens, believing that a lower price…

The resort where my family and I recently stayed has a contract with a transportation company. The transportation company mainly moved people from the resort to the theme parks and back, but they also transported them to shopping malls,…

Price isn’t value. But price is an expression of value.

When your prospective client tells you that your price is too, what they are saying is that they don’t perceive enough value to pay that price. So the question you have to answer is “Do…

(Part One is here)

Dissatisfaction is the key to capturing a higher price than your competitors when you are trying to make a competitive displacement. It not only provides the compelling reason to change, it gives you the opportunity to create…

Price and Value

If you sell something with a price of X, your customer won’t buy it if they perceive what you sell to be worth X. They have to believe it is worth more to them than X. It must be worth X+. (That + is the value)

Here is a simple…