Thanks to Bill Lampton, Ph.D., the “Biz Communication Guy,” for having me as a guest on his “Biz Communication Show.” We discussed pricing topics like how to deal with the “I can’t afford you” objection, the need to have a value conversation before pricing your service, and how professional service providers offer intangible value which goes well beyond the service itself.

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Some professional baseball players see enough value in their barbers to fly them around the country (sometimes internationally) to get a haircut. Why? Because these barbers meet some intangible value needs these players have. It’s a reminder that all our customers have intangible needs we meet which go beyond the features of our product or service.

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