It is a great challenge to transfer a feeling to those who buy from you to make them at ease and gain trust in your firm. This feeling must be sincere. The client can usually tell the difference between sincerity and a fake.
The clients of today must feel as if they are gaining more from what they receive in product or service than what they pay for it. This is known as the value of the purchase. If we can transfer this feeling to the client and preserve the real value of what we sell and service, then we will generally succeed in capturing the order.
Most clients are not looking for the best price but the best value. If the buying public is going to come back and offer repeat business, then the buyer must feel as if they are gaining the greatest value. They must be convinced that your offering is bigger and better than the competition for what the client is willing to spend.
-Stephen L. Capper, A-1 Awards