On this episode, Paul discusses the customer that wants all the value of your specialized solution but balks at the price. "Highlight the difference between what the buyer says and what the buyer is doing."  "Take the focus off of price and put the focus back on…." Draw a parallel between your solution and the customer's high standards.   Click here to purchase the latest edition of Value-Added Selling! Thanks to our production team at The Creative Impostor Studios! Click here to book a complimentary consultation with Strategist and Producer, Andrea Klunder, to find out how to launch, produce, and grow your company's podcast. *** Thank you for tuning in. Our show is updated weekly with the questions you ask. So, please go to the home page to ask the question that you want answered. Be sure to follow our show in your favorite podcast app and share this episode with a colleague or friend. And most importantly...make it a big day.