When it comes to sales, do you sell value or do you sell price? Most salespeople answer value, yet, they can’t really explain what that means. Sales guru Neil Rackham has a simple test to determine if someone really is selling value: Would your customer write you a check for that sales call? Put another way, did you do something valuable enough during that call to make the client want to pay you for it? If not, then the only way to profit is by reducing costs.