Which play helps the prospect understand the relationship between value and price?

• A. Transition to Benefit
• B. Call-to-Action Close
• C. Service Levels and Pricing
• D. Schedule the Next Event

Answer: (C)

Connecting value to price is shown most clearly when you lay out what each service level includes alongside its price. Presenting Service Levels and Pricing does just that: it ties specific features, outcomes, and support guarantees to each price point. When the prospect can see, for example, that a higher-priced level includes faster response times, greater uptime, or additional features, they can instantly weigh the added value against the cost. This helps them perceive the cost as an investment that unlocks measurable benefits rather than just a number to pay.

By detailing what each tier delivers, you also create a natural framework for choosing a plan that fits their needs and budget, and you can highlight what they would gain if they step up to a higher level. It makes the trade-off between value and price tangible and easy to compare, which is what helps a prospect move from consideration to a confident decision.

Other plays focus on different angles: turning features into benefits helps the prospect see value but doesn’t inherently map that value to price; a close or scheduling the next event centers on timing or moving to the next step rather than clarifying price-value alignment. The service levels and pricing approach directly addresses how price corresponds to what the customer gets.