The value in the idea of a thing...
Sometimes you can't do much to change the asking price of something you are selling. What you do have control over is people's perception of the value they are getting for the price of something. That sometimes requires knowing what your customer wants because you listened. It also can mean knowing what they might want before they do because you got to know them as an individual. You made an attempt to understand them. Now you can think that them. You will need that when value is what you have to sell to make the sale.