There are only two ways to increase value in selling. You can reduce your price, which can increase the value to your customers (at least until your competitor reduces their price) – or you can increase the benefits of your offer.
Increasing benefits is what differentiates you from the others – it is what helps create your value proposition, or what you bring to the table that is different from the competition. You stand out, and if you make it so that it is hard to compare you with others, you can have a competitive advantage.
Make a list of the benefits your products or services offer. Remember the difference between features and benefits. Features are the “what” – benefits are the “what this means to you” portion.
Know how you stand out from the rest – and work to convey this to those on your team, your potential customers, and your alliance partners.