Determining worth.

Consumers buy something based on what it is worth, not what it costs. 

The difference is the difference between price and value.

Price is not determined by value it is determined by the intersection between supply and demand.

Value reflects the demand of an item.

In economics, this is what the bell curve of supply and demand tells us.

Probable value.

Individuals are motivated by value.

Think of the saying: one mans trash is another mans treasure.

Value is also a reflection of perception, in the eye of the beholder.

It is incorrect to think the job of selling something is to justify price.

A conversation about price is ridged.

A story about price usually ends with: It is what it is for anyone who comes along.

It is better to have a conversation about value.

Value is what something is worth to an individual with that specific desire or need.
Conversations about value build bargaining power.