This chapter describes a comprehensive solution for ineffective price and value communication, across four main capabilities that enable companies to effectively achieve their margin and sales-growth objectives: customer persona development, persona identification, value quantification, and value communication. Smart companies emphasize strong marketing messages combined with sales reps who have been carefully trained to identify customer needs and sensitivities, enabling them to transform discussions about price into discussions about value. In too many instances, companies miss valuable opportunities to achieve their fullest revenue and profit potential, as sales reps and their support systems are not effectively managing customer expectations about price attractiveness, competitive benefits, and value. When marketing materials and brand messaging talk about investments, relationships, customer satisfaction, and value, they prime the customer to think about the company in terms of high value rather than about low price.