Pricing Table Topics: Joker 1 – An Indicator of Willingness to Pay (opens in new tab)

This one is the Joker 1 from the Selling Value card deck. You heard earlier that there are really three types of buyer's value journeys. Those happen to be analytical, relationship, and trust. In the analytical relationship, there's typically a lower level person who's doing a lot of side by side comparison between your product and a competitor's product, and our buyers are by far the most price sensitive in that situation. Or we could go all the way to the trust journey, and that is where th...