You are in danger of losing sales when you sell on price. Why? Because the next competitor can simply cut your price to take away your business.  Selling value is the best way to make it harder for competitors to take away your business.  A salesperson who sells on value builds long-term relationships with customers that are typically more profitable overall. 

Both management and salespeople have responsibilities to sell value.  Management must create a sales process based on selling value. Salespeople can avoid the mistake that makes selling value so much more difficult.  Salespeople need specific skills to sell value, not price.  Salespeople who understand the value their products offer and who create powerful testimonials will help their customers understand why it’s worth paying more for their products and services.