Mike Wilkinson, a value selling expert and author, shares his insights on navigating the complex world of sales. He defines 'value' as a mystery, emphasizing the importance of understanding customer perspectives. The conversation covers the seven common mistakes in value selling and how to shift discussions from price to true value. Mike also outlines a four-step value selling process that enhances customer engagement and ensures sales success. Listeners will discover strategies to refine their sales approaches in a modern, transparent marketplace.