Sellers accidentally commoditize themselves by leading with features, workflows, and “what the product does.” When you sound like a tool, you get compared like a tool — and compared tools compete on price.

In this episode, Brandon explains why rich buyers don’t buy features — they buy relief, risk reduction, and revenue impact. You’ll learn how to shift your messaging from feature language to outcome language, how to quantify value and ROI so price feels smaller than the upside, and how to stop battling competitors by competing against the cost of inaction instead.

If you want to charge more, close bigger deals, and protect your margin, this episode gives you the playbook: upgrade the problem you solve — and your pricing power follows.