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Value Merchants: Demonstrating and Documenting Superior Value in Business Markets Condition:Very Good has been the subject ofDo your salespeople feel under extreme pressure to retain accounts or gain new business at any cost? If so, you may be leaving big money on the table. Consider the integrated circuit supplier representative who lost $500,000 of potential profit on a single transaction, just to win a deal that he would have closed anyway at the higher price. Do not make price concessions. Become a value merchant instead. In this authoritative book, James Anderson,