No-hassle experience

"It is just not about getting the business at a high price," Agnese divulged. "I try to be flexible to my customer's needs. I help them in any way I can."

In our business, we're selling prompt replies. We sell flexibility. We sell accurate billing invoices. We sell a memorable meeting experience. We sell ease of doing business.

In short, we sell a "no-hassle" experience.

We must know what customers value and then tell them what we offer. The 2 lists should match; if they don't, we are the ones who is going to have to change, not our customers.