Everyone wants to sell their offerings for more, but sales teams are continually torn between the corporate message “we need to sell value; what we offer is worth more than what we're getting” versus the customer message “we can’t spend that” or "your competitor's price was better."
Here’s the reality. Value selling is hard. It’s very doable, and quite frankly, it's the right thing to do, unless you want to erode margins to the point of zero profitability. But to do it right, you’ve got to face seven hard truths head on.