In this episode of the PaintEd Podcast, Torlando Hakes talks to sales expert Allan Langer. Allan’s alternative approach to sales focuses not on a streamlined process but on people. After all, you’re selling to human beings, not robots. He says, since pricing is a crucial component of customer communication, it must take center stage in all conversations you have with them.

It's important to make sure your potential customers understand the value of your product by incorporating your value proposition into any conversation about prices and outlining the advantages of what you're offering.