Introduction: Why Price Isn't the Whole Story One of the biggest issues in today's competitive marketplace is how to help clients move beyond their focus on price. This is perhaps best summed up by the question they ask: “How much does it cost?” What they’re truly trying to understand, however, is the distinction between price and cost. This is a critical issue, and it's something that impacts purchasing decisions in a wide range of different fields. As a value-based selling