Building Value VS. Adding Value - What's The Difference?

After working with hundreds of business owners and entrepreneurs through the GUIDE Culture Sales Training, we've noticed that a lot of people get it wrong in this one major area. And that is the area of adding value versus BUILDING value - they aren't the same! You hear it all the time - "give value, add value." So much so that the word 'value' almost has no meaning anymore. When people think about "adding value" they think of giving away their knowledge, sharing information, stating facts...