Ever wonder why someone pays twice as much for milk, bread, or soda at a gas station convenience store instead of going to the grocery store?
It’s not about price. It’s about value—specifically, the value of speed and convenience. No parking lots. No carts. No lines. Just in, out, and on their way.
That’s the same principle your prospects apply when deciding whether to buy from you—and how much they’re willing to pay.
Value = Need + Perceived Impact
Here’s the formula:
Price tolerance = Pain level + Perceived value
The more urgent the need, and the more value you create in solving that problem, the more your product or service is worth in your buyer’s mind. That’s why the key question isn’t “How much should I charge?”—it’s “How can I uncover real pain and add enough value?”
If There’s No Pain, There’s No Sale
Great salespeople don’t push products. They uncover problems.
Through consistent, intentional discovery questions, they diagnose what matters most to the prospect. And the more serious the pain they uncover, the more valuable the solution becomes.
This isn’t manipulation—it’s alignment. You’re not just offering a service. You’re solving a meaningful, costly issue. And that’s something people will pay for.
The Most Underrated Source of Value? You.
It’s not just the product or the service. It’s the confidence your prospect has in you.
Do they trust that you understand their world?
Do they feel heard?
Do they believe you’ll follow through?
These intangibles—your people skills, empathy, communication, and credibility—are the real differentiators.
So yes, bundling in extras helps. But no add-on beats the prospect feeling that you are the right person to solve their problem.
7 Ways to Increase the “You” Factor in Sales
Want to increase the value of every conversation? Here are seven ways to stand out:
Be likable—and show that you like them.
People buy from those they trust. Trust is built when you treat others with respect and genuine interest.Flip the switch: Assume the best.
Treat new prospects as if they’re brilliant until proven otherwise—not the other way around.Practice curiosity.
Ask about who they are, what drives them, and why they do what they do. Authentic curiosity creates connection.Take your job seriously—but not yourself.
Drop the ego. Confidence without arrogance is magnetic.Smile more. Listen more. Talk less.
Listening is your secret weapon. It makes others feel valued and helps you ask smarter follow-up questions.Tell stories that stick.
Facts inform. Stories persuade. Learn to use relevant stories to make your message land.Ask better questions.
If you master the art of asking insightful, open-ended questions, you won’t need a second language—you’ll already be speaking your client’s.
The Bottom Line
When you build real rapport, diagnose real pain, and deliver real value—you won’t need to compete on price. Your prospect will be willing to pay for the transformation you provide.
For more expert sales guidance, check out our complimentary resource on Why Sales Leaders Fail.
