The principles of value-added selling are simple to understand but generally more challenging to implement. I write of this often. For example, seek ways to add value, not cost. This is simple in principle — more difficult in practice. Here's another: Look for ways to make a difference, not just a deal. Again, simple in principle, a little difficult to practice. A third value-added selling principle is: Make it easy for the customer to choose your solution. Again, on first blush this sounds simple and practical, but the practice of this principle is challenging.

Differentiation must be at the heart of your value-added selling strategy. Why do I belabor this point? Because so few salespeople are good at it. Passion for one's solution goes beyond brand loyalty; it's a bone-deep belief that your stuff is better than anything else in the market and that the customer would be a fool to purchase any other alternative than yours. Do you have this bone-deep belief? If not, get it.

I believe that it's the lack of knowing that precedes the lack of believing. If you don't know how good your company and products are, how can you reasonably expect to embrace them as the best thing around? Blind faith comes to mind, but that's in short supply today. One way to fix the lack of knowing is research and study.

Talk to the old timers who have been around for a while and have great stories about your company and products. Company mythology is an effective way to communicate value internally and externally. It's like hearing about your family's roots — everyone wants to be a part of the history.

Talk to customers who have purchased your solution for years and listen to their testimonials. Ask why they have consistently chosen your solution when they have so many supply alternatives available. There are wonderful stories of customer service in your company's heritage that will fuel and fan the flames of passion.

Study your company's literature and product bulletins. If your suppliers provide collateral support materials, take them home at night and study them, too. Do your suppliers have training schools you can attend? Are you a serious student of what you sell? Invest in your own personal research and development — you are the brand over which you have the most control.

On paper, the principles of value-added selling — e.g. excellence, commitment, service, focus — sound simple; their practice is more challenging. One principle you must master is differentiation. What are the definable and defendable differences between you and the competition? Why should I, as a customer, get excited about your solution? Do you have the faith of an evangelist in what you sell? Does it make your bones itch because you're so excited when you talk about it? Can you effectively and persuasively share this passion with your customers?