Pricing Table Topics: 2 of Spades – Relative Value Conversations (opens in new tab)

This one is the 2 of Spades from the Selling Value card deck. You've heard me talk about value conversations before, where value conversations are really the conversation we have with a customer or potential buyer, so they can determine how much additional profit they're going to make when they use your product. And that's awesome when they're only making a 'Will I' decision. Am I going to buy your product or not? Am I going to buy a product in your category or not? But what happens when they...