Reference value is about uncovering how much value buyers trade-off in exchange for your offering. Questions to derive the reference value could be formulated as follows: “What would you trade me to solve for [the pain point in the way your solution solves it] right now?” “On a scale of 1-10 what’s the importance of [solving for the pain point in the way your solution solves it]?” “Which of the [features & attributes below] provide the most and the l...

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