It is common to view one’s own business, service or product as unique.
This is natural: the business founder has his or her own method, approach and passion.
This is not always that obvious to clients, however; nor, and this is the harsh part, is it always relevant.
When a prospect is making a purchasing decisions they are thinking about themselves, not about the seller or provider. To sell effectively through advisory and differentiation, it is essential to understand all categories of competition one is up against.