Many salespeople pride themselves on 'delivering value' as part of their sales process, but few can define what value means. According to Paul Reilly, co-author of Value-Based Selling, that's because value is defined differently for every prospect. We sat down with Paul on this episode to dive into how the best salespeople define value before each call to ensure they're customizing that value to each prospect. To access the resources Paul mentioned, visit: https://www.toughtimer.com/book/