It All Begins with Your Mindset
That is, you must focus on how your customers are improved by what you sell rather than the products and services you sell. The latter is a commodity—people can buy your products and services from anyone. The former, however, is singular: Your value, your relationships, your trusted reputation—your customers can only obtain these from you. Your competition can't touch this. It's what sets you apart from everybody else. Talk about your products and services, and you're just like everybody else: boring, unemotional, commoditized. Talk about your value (which is exactly what your customers talk about when, as a part of nearly every consulting project I do, I ask them what they like best about working with you) and you'll stand miles apart from the crowd.