“how much is it worth?”

"“You move from a product focus (“what do I offer?”) to a benefit focus (“why should the customer care?”) and ultimately to a value focus (“how much is it worth?”).
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I usually spend quite a bit of time on this. When I coach a team, I take their own materials and go through their own spec sheets to translate features into benefits. Let’s say you have half a dozen differentiators. These are your value drivers. You need to name each value driver and then create a logic or a formula to express that value in dollars and cents.”"

Trecho retirado de Stephan M. Liozu em "Dollarizing Differentiation Value: A Practical Guide for the Quantification and the Capture of Customer Value"