How many times have you been in a selling situation where the customer's sole focus was on price?
Anytime your customers can't tell the difference between your product or service and your competitor's product or service, the customer will buy based on price. You must be able to differentiate your company, your product, your quality, your service, and yourself if you want the customer to stop focusing on price and start seeing you as a partner, and not just as a supplier. You've got to show him how you are different.
I've traveled around the country giving keynote speeches the past 22 years, I've been so amazed to find how many salespeople do not know and cannot articulate their competitive advantage to their prospects and customers!
How can they expect their prospects and customers to give them their time and attention when they cannot tell them in a concise way what they can do for them that no one else can do?
Companies or sales reps who don't understand their competitive advantage say things like, "Our product is better quality" or "Our service is better."