In recent weeks I have been with several different clients on multiple continents and continue to be amazed at the fact that we (value oriented BD professionals) are all somehow in the same boat. 

No matter what we sell, there are those who are constantly trying to commoditize us ("commoditize" wasn't even a word a few years ago - now we use it all of the time) and strip away our value. In many cases these are departmental evaluators or procurement people. How frustrating is it when we jump through all of the hoops and finally win the support of the key players in the department we are selling to, only to find ourselves back at ground zero with the procurement team? 

It's tough to fight this battle: understand the customer's business and needs; develop a solution that can meet their needs and can impact their business results; develop coaches; compel the decision maker; gain their commitment; and negotiate a deal with procurement that your own company is happy with. I guess it's true that, "if it were easy anyone could do it". 

The good news is that this challenge certainly makes effective and talented BD professionals very valuable assets!