The Power of Price in B-to-B

One of the hardest things about running a business is making decisions in areas where you and your team might lack expertise. … A lack of knowledge can lead you to come to the faulty conclusion that price equals benefit. We often perceive that because something costs more, it must be better. Sometimes that is the case and sometimes it just isn’t. … When assuming that price equals value, we can often pay far more than we have to for high-quality services.

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