N.C. He gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. You do, if you're selling price.
Price is the fair market value one is asking for, to acquire goods or services.
Cost refers to the money it will take to do business over the lifetime usage of a product or service. We're in a commodity business. My customers buy price. No, you don't understand. If the customer buys price, it's because he perceives no additional value.