Pricing Table Topics: 10 of Spades (opens in new tab)

This is the 10 of Spades from the Selling Value card deck. Yes, we never want to mention competitors until our buyers bring them up because our buyers are on a trust journey, or at least we want to assume that they are. A trust journey is where they've come to you to ask you for help figuring out, is this really a place I should be spending my resource? Is this worth the inherent value that I'm going to get when I solve the problems that I have? And what's really important when our buyers are...