Despite the bargain-hunting and "greed is cool" mentality, customers are still willing to pay a higher price for an offer they perceive as better. Those who do not provide value must compete on price - which can have dire consequences. The only sustainable strategy to escape this price competition is to sell customer benefits. This book addresses all relevant aspects of customer benefits and explains their application in the sales process in detail through numerous case studies. The combination of neuroeconomics, sales, and investment benefits has not been explored before. The topics are treated in a practical and ready-to-use manner. This book has the potential to become a standard reference and belongs on the desk of every salesperson, marketing and product manager, as well as sales director.