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

In the third episode in this 'mini' series I talk about how you can begin to identify what is important - or valuable to your customers - in the more intangible areas they may be interested in.

Sometimes outcomes and value may not be measured or quantifiable in terms of money, improved conversion rates, win/loss ratios and so on.

They are more difficult to put a figure on, issues like feelings, or a sense of safety and reduced risk.

However these are all areas we need to consider when understanding what outcomes and value means to our customers because we know people buy on emotions as well as rational drivers.