Walk into any retail store this week and request disclosure of the markup on what they sell. When they turn you down, threaten that you’ll no longer do business there unless they share these proprietary particulars. As you’re shown the door, you may realize this is how our industry should have always responded to these demands, and that this is our version of a WikiLeak.

You may not have started the practice of sharing markups with customers, yet, it’s your opportunity to change this stifling ritual. While not necessarily an overnight change, it starts with selling value versus price, worth versus process, and improvement of conditions versus mere features and benefits. Worth-oriented consultative selling (which I call Winning With Worth) leaves customers knowing they got a good deal, and you feeling confident that you’re being well paid.

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