Capital equipment professionals, do you want more customers at higher prices? Are your customers treating your products like commodities? Are your competitors' getting more aggressive? Do you crave more persuasive marketing messages? Does your sales team need help defending prices? If you answered yes to any of these, then this book is for you. Get Your Price! is the first-ever book that shows you how to implement a value-based strategy in a capital equipment company. You'll learn how to avoid the commodity trap, create products with compelling value propositions, and secure value-based pricing.