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Here are 3 steps to identify and sell the value of a product rather than its price. (Photo: iStock)

One of the great areas that I work on with corporations all over the world is called value selling, or the customer value offering. 

Value selling says that customers buy your value or service because they anticipate enjoying a value that they would not have in the absence of your product or service. People don’t buy products, they buy the results the product will give them.

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