A certain product or service is only worth what a buyer is willing to pay for it. And their willingness to pay is based largely on how they perceive the value of the seller’s product, service or solution. However, different customers perceive value differently. Therefore, their willingness to pay is also different. In this article, the author explains how B2B companies can price according to different customers’ willingness to pay levels to capture the maximum amount of revenue for each deal or transaction.