You have been making value perceptions and value judgments your entire life.
You may call them decisions, moments of truth, or actions. Intuitively they focus around value – and your perception of it – or the weight you put toward it as these decisions or actions are taken or made.

It’s the same in sales, but in the selling process there are two values of perception and two value judgments. One is the value perception and judgment you make, and the other is the value perception and judgment the customer makes.

Obviously the customer’s value judgment and perception rules the selling process. However, you, the salesperson, have a major impact on how the value is perceived and ultimately how their judgment is made.