The document discusses value-based selling versus price-based selling. It defines value-based selling as positioning a product or service based on value factors beyond just price. These include quality, delivery timeliness, regulatory compliance, and connecting solutions to customer needs. The document advises crafting value statements, solution messages, and target messages to communicate these value factors. It also stresses the importance of understanding customer needs through a needs analysis to link value propositions to benefits that justify the price.
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