Recently, I surveyed my list of readers asking what they found most challenging and what would be helpful if I talked about it. A clear winner was understanding and communicating value.

So today I want to give you a tool you can use to better understand the value that your buyer perceives.

The more deeply the seller appreciates the value the buyer perceives (or doesn’t), the easier it becomes to communicate value, price relative the value, and have more satisfied clients.

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