Value-based selling is a sales technique that focuses on understanding and reinforcing the various benefits a product or service will deliver to the customer, rather than focusing solely on the features or the price of the product. This approach is rooted in the belief that customers buy products and services because they perceive them to offer value that is greater than the cost. Value-based selling is about communicating this perceived value effectively, ensuring that the customer understands how the product or service can solve their problems, improve their situation, or help them achieve their goals.