A lot of discussion and hand wringing is currently taking place regarding the trend of quality products, and even entire market categories, turning into commodities—low-cost, average-quality imports that sap the entire supply chain of profits.

I'll be discussing the exact opposite of that trend: turning low-cost commodity goods into brand name products that are high in performance, quality, and margin, and why those products are successful.

Here are some familiar examples of this positive reversal of fortune:

In the sporting goods industry, Camelback was able to replace $2 plastic water bottles with $70 hydration systems. Easton makes $200 double-walled aluminum softball bats, and Nike, of course, revolutionized the entire sports shoe industry—$20 canvas hi-tops just don't cut it on the court anymore. What all of these items have in common is an increase in performance.

But what about the construction, industrial and safety industries, where cost is a heavily weighted factor? The following companies have managed to replace commodity items with performance products in these industries.

Stilleto has $200 titanium hammers. Max USA sells $2,000 automatic rebar tiers. Ironclad has performance work gloves from $25 to $80, and Streamlight has rechargeable flashlights that cost as much as $200.

In addition to fulfilling the "cool" factor that comes with owning these products, these manufacturers have delivered a big increase in value to the consumer—value in the form of increased performance, increased durability and/or increased safety. They did this by throwing out the old rules and introducing technology and innovation into perennially low-tech industries.

The important thing to note here is that each of these new value propositions—performance, durability and safety—translates directly or indirectly into dollars saved for the company or consumer buying these products.

• Increased performance = greater productivity = lower labor cost per job
• Increased durability = longer life = lower cost for purchases over time
• Increased safety = lower accident rates = lower insurance costs, medical bills and days away from work.

In fact, a higher-cost product can decrease overall costs to the jobsite or manufacturing line.

But it's vital that these products are positioned this way to the consumer or purchasing agent.

While most new value-based products deliver on two of these value propositions, some deliver on all three. Performance work gloves, the newest category to go from a neglected commodity to a quality-based product, deliver on all three accounts—performance, durability and safety, with an added bonus for comfort and "cool."

When deciding on which new products to carry, look for increased value delivered to the customer and the savings that will result for them. Be sure to choose a brand that represents quality products and customer satisfaction. Finally, when selling these products, stress the three value propositions along with the cost savings that result from them. You and your customers will both come out ahead.