What Does the Price/value Formula Indicate to a Salesperson

What does the price/value formula indicate to a salesperson?

A) price is "variable"; the salesperson should adjust it to match the value
B) given price is "fixed"; the only way to decrease costs is to increase the value the product provides the prospect
C) prospects always look at the price as an issue and not the cost
D) to a seller price and cost are identical
E) avoid at all cost discussing price unless your product is the price-leader