In the final stage, the customer focuses his attention on the risk/reward tradeoffs and identifying value becomes paramount. Once you have demonstrated that not only you understand their business need but also have a solution, your customer shifts his attention on conducing a cost benefit analysis. At this time price and value enter into the picture and your prospect is evaluating interested in all tangible and intangible benefits of implementing your solution. At this point, it is important to also focus on mitigating any risk that comes with your solution and demonstrating why your offering has the best value over the next best alternative.