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Why is it so hard to win new business? That's a good question - and this book is designed to help you answer it. Value is for people who work in services industries and in services-based professions like human services, professional services, and complex technical services. In order to use your expertise to help others, to do good work, and to make a difference, we must first convince them that they need our help; we have to convince them to buy from us. And this isn't always as easy as it should be. This book will help you to look at what you do in an entirely new way; from the perspective of how it creates commercial value for customers. If you have ever missed out on an opportunity that you really deserved to win, ever struggled to explain what you offer to people who just don't seem to understand, or if you've ever seen prospective customers stubbornly go down a path that you know is not right for them - then this book is for you. Value is the final book in Robyn's Winning Business series, which also includes Winning Again and the Australian Institute of Management bestseller The Shredder Test. About the Author: Robyn Haydon is a business development advisor specialising in value creation for major contracts and customers that are won through competitive bids and tenders. Her clients have won and retained hundreds of millions of dollars' worth of business with many of Australia's largest corporate and government buyers. Robyn is on a mission to break down artificial barriers that keep buyers and sellers from creating value together, and to bring cooperation, energy, and enthusiasm back to the field of business development. She is a sought-after business development speaker, mentor, trainer, facilitator and coach, known for her engaging, practical approach to complex topics.