What Does the Price/value Formula Indicates to a Sales Person

What does the price/value formula indicates to a sales person?

A) use it to smoke out stalling objections
B) given price is "fixed," the only way to decrease costs is to increase the value the product provides the prospect
C) to handle objections in proper order, beginning with hidden objections and proceeding to price objections
D) that to a seller price and cost are identical
E) avoid at all cost discussing price unless your product is the price-leader