Neal will be exploring the price vs perceived value question. Many business owners set prices based on instinct, competitors, or fear of losing work, rather than a clear understanding of how customers perceive value. In this session, Neal challenges common assumptions about pricing and explores why value is contextual, emotional, and often invisible unless it is deliberately articulated. Through practical examples and real-world stories, attendees will learn how to recognise where price-led conversations are undermining confidence, how to identify what their best customers truly value, and how to communicate that value more clearly in everyday sales conversations.