In the course of my work with all manner of professional service firms, I hear a very common lament. "We are becoming a commodity. The prospects just seem to buy on price. We are really good. How can I possibly separate myself from the crowd?"

My usual response is, "What can make you special? Why are you different?"

The client's usual response: "Well, we have great people (I hope so). We are customer-focused (that's nice). We provide valuable solutions to support our clients through industry focus and excellent methodologies that build off our 100 years of experience and on and on and on. Just let me tell a prospect about our services and he will surely want to work with us."

The problem is that all these comments are from the service provider's perspective.

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