I think this piece of advice is extremely relevant for those selling B2B software/products which comes in bigger 'chunks' than your labor which can be sold by t

I think this piece of advice is extremely relevant for those selling B2B software/products which comes in bigger 'chunks' than your labor which can be sold by the hour. The gist is that while you (as the average B2B startup) can estimate how valuable your product is to your average customer, you will most likely vastly underestimate the cost of replacement for such a system. In other words, if your sales pitch goes well and they like the product but think to themselves "How much would it cost us to build this ourselves?" you will underestimate this cost from the outside. This is because the cost of replacement is a reasonably good proxy for a price ceiling and by being aware of it you can get a much higher average selling price.