Of all the possible sales mistakes one can make, two are more damaging than all others combined.
The first is assuming that prospects know about your company and its products.
The second is not having a value concept.
What the name of a business or product stands for is critical for separating it from the competition. Without that essential differentiation, prospects will seldom buy, particularly when they are satisfied with a present supplier.
Some salespeople think the way to displace a competitor is to talk about themselves. They forget that prospects are already satisfied with their present supplier.
The key is to determine what customers value most that they might not be getting from the current supplier.