Uncovering the Why behind Value Pricing

In value pricing conversations, it is crucial to ask a series of 'Y' questions to uncover the client's reasons for the engagement. The three types of 'Y' questions involve understanding why the client needs a particular service, why they need it now, and why they need it from the seller. By delving into these questions, the seller aims to understand the client's underlying motivations, the urgency of the task, and ultimately ascertain if the proposed solution aligns with the client's goals effectively.