Let’s look directly at an inconvenient truth most are unwilling to recognize or acknowledge: Your company, as good as it is, has competitors who are equally as good (and some may be better). Your company isn’t going to be perceived as different when you and your competitors both try to convince a prospective client that your company is the best choice for the better results they need. It’s also unfortunate that your solution, as different as you might believe it to be, isn’t all that different than your competitors’ in your prospective client’s view. Your sales force isn’t likely to find any differences compelling enough to create a buyer’s preference for your company and your solution.
