Value is not a Position

If your primary selling position is good value, you have no position. 

Value is not a competitive position. Value is what every service promises, implicitly or explicitly. It is fundamental to survival. A service's price must fairly reflect its value to the customer, or the service eventually will fail. 

Some Legal services charge $50 for an uncontested divorce. Lawyer Lawrence Tribe charges $750 an hour. Acme's clients say they get good value, and most clients and experts point to Tribe's results- a 15-6 winning record before the U.S. Supreme Court-and they say he gives very good value, too. 

In services, value is given. And givens are not viable competitive positions.

Morale : If good value is the first thing you communicated, you won't be effective. If good value is your best position, improve your service.