There are three key factors you must take into account when mastering the skill of Communicating Value:
- Certainty.
- Choice.
- Cure.
When Communicating Value, your client must have certainty, choice, and the cure, if you want them to decide. For all the reasons discussed in earlier chapters, achieving certainty is relatively straightforward once you have made the conscious decision to Price Value. However, the factors of choice and cure are a bit more elusive.
To that end, letâs take a look at how to determine the optimal number of choices to give your client, why there is a right and a wrong way to pitch your solution, and finish up with some key tips to ensure your client believes you and is confident enough ...
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