As business development people, it's easy to fall into the trap of equating the value we help to create for our customers almost entirely with our solutions. While, yes, our solutions and capabilities help bring value, they aren't enough on their own. Why not? Because it's hard to clearly differentiate competing products - and even solutions - when so many factors are driving us to commoditization.

Demanding customers, aggressive competition and procurement departments are working hard to create "apples to apples" solution comparisons. However, when comparisons are driven down to the level of features and price, value leaders lose.

As you continue to fight this battle, consider your additional sources of value:


Service & support - This is an area where you can really impact your customer's experience and their effective implementation of your solutions.
People - Your team can bring significant value through their experience and expertise.
Industry/sector knowledge - This is a specialized type of knowledge that can enhance your ability to drive customer outcomes.
Best practices - Your exposure to and willingness to share leading practices from inside and outside the customer's industry can be enlightening for many customers.
Customer knowledge - Your insight into the customer's business and their direction can give you a significant advantage as compared to others.
Predictive knowledge - If you're able to see ahead of the customer as a result of your deep industry/customer knowledge, you can help them anticipate and/or create change.
Network - Your ability to add value through your network is not limited to the people on your team. Other contacts could be valuable assets for your customers.
Creativity - The skill of looking outside the box for ways to create value could improve both implementation and customer outcomes.


The last item to add to the list is the most important: you and your process. This is the game changer, the one thing no one else has. Your commitment to truly understanding the customer's business and leveraging your capabilities to drive superior business outcomes cannot be put on a grid!