Even when you're highly specialized in what you do, the way you do it, and in the people you serve (your market), you don't need to talk highly technically most of the times. Because, at the end of it all, your customers are not looking for what solution will be specifically implemented —they're not the experts after all. What they're looking for is how you can help them, as in what's in it for them. Help them get a clear big picture of what they're really wanting. Help them gain altitude....

When you have prospects trying to figure out whether or not buying from you, the main thing that will make you stand out is how you see your market. Here's a simple way to start. The rest of players see [the category] this way: your view of what goes on with the others. I (or we, if it's REALLY more than you) see it like this: how you do —not how you'd want it to be in a future, but how you do things NOW. Putting this in the simplest terms you can, will give you a strength on how you say it,...

Your price is the representation of your brand. One of the touchpoints your business has that is the simpler to understand is price. If you can't articulate what's the relationship between your price and the value your customers seek, that's a sign. A sign for you to work on making that relationship a no-brainer in terms of understanding. If you can't command an uncommon price, you have a me-too (common) offering.