Let me set the scene for you. Joe customer calls in and wants to price a turbocharger. You give him a price and then it happens… the pause. Of course this pause is immediately followed up by the line, “I can get it online for less than that.” Now, if you’re like me, you’ve heard this story on too many occasions to count, but the truth of the matter is that all too often today’s marketplace perceives value through a foggy lens at best. Value has started to become synonymous with price and I’m here to tell you that it’s time to address that misconception.