If you're like most salespeople, you probably don't like getting beat up on price or treated like a commodity. However, if you don't differentiate your services from the competition, the prospect is forced to make a comparison based on price. Here are a few things you can do to escape the commodity trap and stand out from the competition:

1. Debunk the industry

Most salespeople focus on comparing themselves to the competition with phrases like, "we can do that too" and "we're better than ABC Company." Instead, establish yourself as a unique company that stands out from the undifferentiated masses in your industry. Perhaps you're an innovator among traditional thinkers, or have a personalized approach while everyone else is focused on mass production. Debunk what the rest of the industry is doing and set yourself apart in a specific marketplace that only you occupy. For example, you could say, "I'm always shocked by how generic the solutions are in this industry, and I find that most companies assume that all customers are alike. We've found that it works better when we invest a little more in the front-end to tailor the solution so it can adapt to your needs as they change."

2. Go big or go home

If you know your product or service is the best, then let them know you believe in it. The world is full of mediocrity and undistinguished sales efforts. While you never want to over-promise or make false claims about your product, it's critical that you demonstrate the passion and confidence you have in what your are selling. Get rid of overly-analytical language like "positive gains" and "increases in efficiency" and replace it with phrases that evoke emotion: words like "innovative, creative, breakthrough approach, I'm confident that..., and unsurpassed." Let them know why you believe you're the best solution for them.

3. Tell really great stories

Nobody wants to hear another sales pitch, but everyone likes to hear a good story. Instead of telling them what you can do for them, tell a story about what you have ALREADY DONE with customers like them. What similar companies have you worked with? What problems did you solve for others? How did you do it? What were the results? The more you can help them visualize how they would benefit from your offering, the more you'll stand apart from the other companies who are calling them.