By Todd Duncan

In today’s competitive, commodity-driven marketplace, being unique and having unique value propositions are crucial elements of success. If you want to have a consistent, sustainable business, you must be able to answer these questions:

 

• How can I be trusted?
• How am I different?

A unique value proposition is developed through three specific commitments:

• A commitment to be different.
• A commitment to be creative.
• A commitment to be innovative.

To be different, creative, and innovative, you must shift your thinking…

• From price to advice.
• From getting to giving.
• From asking for sales to asking about needs.
• From giving things of little value to giving things of great value.
• From a transactional focus to a relational focus.

When you shift your thinking in this manner, you become both philosophically and practically different from your competitors. But don’t forget: Implementation is the absolute key to your success.

Take Action!

Ask yourself the following questions and be sure to document your answers:

• What do I do that is the same as everyone else?
• What do I do that cements my similarity with other sales professionals and makes me a commodity?

Once you have documented your answers, hang your list in a visible place so you can be reminded of all the things you don’t want to be. 

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