It all comes down to the beliefs your clients have, no value will overcome someone's lack of belief in themselves. Adam saw this in action when he sold 4 times as much at an event than someone else who clearly had better value than he did. Despite the man's immense value he added though, he did nothing to eliminate the fears they faced everyday. At the end of the day, it's not what you can promise people what they can do but what they believe they can accomplish themselves that determines if they buy.