Remember the theme from Cheers, the TV series about a friendly Boston pub and its memorable regulars? The opening theme refrain ran: "You want to go where everybody knows your name."Something similar is at work when it comes to building value propositions to grow revenue. To succeed, you've got to determine what makes the buyer tick.

People buy for personal reasons, while justifying their decisions with a business rationale. Understanding personal, and often hidden, motivations can help build your perceived value and enhance your revenue-growth capabilities like few other strategies. What's more, boosting your value permits you to charge a premium for your services.

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