What do customers buy? They buy benefits, i.e. the things your products and services do for them. This video covers the 5 types of benefits, and uses current B2C and B2B product and service examples to illustrate.

Complimentary PDF - Five Levels of Value Based Pricing -
https://www.valueandpricingsecrets.com/5-levels-of-vbp-pdf

Introduction to iSight for measuring willingness to pay -
https://www.valueandpricingsecrets.com/isight-page

Tim's Book - Profitable Technology Services Pricing - https://amzn.to/3o9Lohr

Sound effects from Zapsplat.com