People have choices. Especially during times of economic stress like we face today, people are careful to look for the greatest value. Often business owners default to the idea that greatest value is defined by lowest price. In some cases this is true, but even that default value has hidden within it this truth – the real question is what difference does it make. Your task, as the seller, is to know what difference you can make for the buyer and then make sure that you communicate that difference well.