In order to be able to 'value' price effectively we need to be able to understand value in our customer's terms.

This isn't necessarily that easy as value can mean different things to different people and can be very contextual and depend on the situation they are in.

What is crucial is to understand what is important to customers, in this episode I introduce a simple idea and tool to help us get started in this area.

The upcoming episodes will put more detail into this area so we can really get to grips with what is important to our customers and how we can ensure we deliver the outcomes and results they will value - which means we will then have a much better chance of winning deals, more often at higher prices.