In any business transaction, it is fair to assume that some buyers are eventually going to negotiate price or other conditions with us. Price can be important. If you do not believe this, ask any customer who walks into your store if price is unimportant.
While price can truly be important, it can only be skillfully managed after you have created value and rapport. Value is created with a customized selling approach which includes properly greeting, meeting needs, handling objections, and then designing the correct perception of what your products will do for them—the benefit. Added-value is all the benefits that the salesperson must create to survive competitive situations. So, while value must include color, style, and quality foremost, it also encompasses function, relationships, atmosphere, service, and the integrity of your store.