Value is in the eye of the beholder. But before you can sell value, you must answer the question, “What does my customer value?” Literally asking that question can result in vague replies, since customers themselves can’t always define exactly what they mean by “value.” Be more specific with this comparison question:

“How important is price compared to service? Compared to quality? Compared to availability? Compared to ‘time to market’?”

This will help you and your customer prioritize what really is important and what's not.  As you continue to probe, you'll find that price is rarely, if ever, the real issue.