Have you ever listened to how salespeople and business owners explain what they do at a mixer or a networking event? People practice their “elevator speeches” for years trying to perfect them. But as a coach, I can tell you that most people don’t have a clue as to what they are in their customers’ eyes. Furthermore, most of them have no idea why their customers are buying from them.

One of the common complaints salespeople and business owners share that they don’t know how to differentiate what they sell. This is especially true if what they sell is considered a “commodity.” A commodity is something that is easily available through many different resources and is hard to differentiate its value from one source or another.