What is it that I mean by "value-based" sales and why was it important enough to give this blog it's name? 

It is about the sales methodology that separates the top 10% of sales people from the rest of the herd.  It is about changing your mindset from selling a widget to that of selling the value that YOU bring to the customer.  Your widget becomes just another tool that you can use to help bring that value. 

Your prospect doesn't truly care if you have the best widget in the world and for the lowest price.  They care about THEMSELVES and what you can do to help them; in other words, the VALUE you can be to them.  The sooner you accept this fact and change your style, the sooner you will move towards that top 10%.