On this episode, Paul illuminates the delicate balance of steering the conversation from price to value. Show Notes: Are you focusing on the right opportunities? "Whoever is asking the questions on the sales call is in control of the conversation." "Ask questions that transport the buyer…." (into the future) Surround the buyer with your message of value to influence their expectations. Explain what makes you different.   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, you know what to do...make it a big day.