Industrial companies are trying to stand out by offering value-based products and services to customers. To make sure they get paid fairly for this value, they need to use value-based pricing. A study looked at why some companies struggle with this pricing approach and how they can overcome these challenges in business-to-business sales. The researchers found that companies can improve their pricing by understanding what customers value, influencing how customers see the value, and strengthening their position in negotiations. This study helps businesses learn how to use value-based pricing effectively to boost their sales and profits.