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. Over the next four weeks, you will learn how to change the things on your list and become unique in your marketplace.

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