Episode 30 - Crafting the Value Conversation with Dan Morris

All prices are, ultimately, determined by the subjective value perceptions of the customer. This makes having a conversation with the customer to comprehend and communicate your company's value essential. Skipping this conversation is similar to a contractor attempting to build a customer's dream home without any architectural plans. The better your company comprehends the customer's value drivers, the more likely you will be able to create maximum value, convince the customer they must pay for that value, and capture that value with an effective pricing strategy custom-tailored to the customer. We will discuss this topic with VeraSage Institute co-founder Dan Morris, a practicing CPA. We'll discuss the five Cs of value,the best opening statement ever spoken for every value conversation, questions you should ask the customer, understanding the customer's seven purchase risks, and how to mitigate them to add more value and knowing your firm's materialist and spiritual value drivers.