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Without the value conversation, there can be NO value pricing. Without the ability to have this conversation, value pricing is dead on arrival. Without knowing what the perceived value is, there is no way to use it as the primary influence in the setting of a price. So why do professionals not engage in the value conversation? The answer is simple: it is difficult to do (a secondary reason: they fear they don’t provide anything of real value; that what they do is a “commodity”). There is no question that the value conversation requires a high level of skill, the ability to focus deeply, and lo
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