Pricing Table Topics: Joker 2 – Buyers may not Measure Value in Dollars (opens in new tab)

This one is the Joker 2 from the Selling Value card deck. Almost always when we're dealing with B2B customers, B2B business, value can be measured in additional profit. And that's one of the things I love about B2B business and pricing, is because we know our price has to be related to how much additional profit will they make when they use our product, or when they use our product relative to a competitor's product. But it turns out, sometimes, buyers inside our customers don't really care a...