Mar 4, 2024 • Podcast

How do I validate and remind the customer of the value we deliver? (Rebroadcast)

Are customers giving you all the credit you deserve? Paul shares three examples to reinforce and validate the value you deliver.

Show Notes:

“Nobody gets the credit they deserve; you only get the credit you ask for.” Therefore, its… 

“As most people are unaware of the air they breathe; most customers are unaware of the value they receive.”

Your customer is not intentionally forgetting about your value, they just don’t think about it. When things work the way they should, they don’t notice it.

Value reinforcement is critical because price only becomes an issue in the absence of value. If the customer forgets about your value, price becomes an issue.

There are two things you can do to validate and remind the customer of the value you deliver: dollarize the impact of your value, and communicate that impact to different levels of decision makers.

“_______ is the number-one reason salespeople discount their price. So, ask yourself this question…”

Did you enjoy the podcast? Go to Apple Podcasts to rate/review the podcast: Click “Listen” then the “ratings and reviews” button.

Visit to get started on the 30-Day Tough-Timer Challenge!

Order your copy of Selling Through Tough Times from Amazon or Barnes & Noble!

Click here to purchase the latest edition of Value-Added Selling!

Interested in our public seminar offerings? Click here to learn more.


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.

Thank you to our production team at The Creative Impostor Studios.

Be sure to follow our show in your favorite podcast app and share this episode with a colleague or friend.

And most importantly…make it a big day.

Check out this episode!

Ask a Question


Selling Through Tough Times

Selling Through Tough Times

The Ultimate Guide to Grow Your Profits Through Any Downturn

Order Now
Value Added Selling

Value-Added Selling (4th Edition)

The global, go-to guide that started the Value Selling Revolution - now updated for today's market.

Order Now