In my business, I often find that customers avoid making decisions because they are overwhelmed with confusing information and competing pressures to perform along many dimensions–keep costs down, anticipate future problems, exploit existing resources, etc. Jeff Thull seems to have a handle on the situation. In this article he explains how to anticipate and deal with pricing pressure.

MarketingProfs.com: Driving Forces of Commoditization by Jeff Thull of Prime Resource Group

The oft-ignored reality of the complex sales environment is that our customers need help. They need help understanding the problems they face. They need help designing the optimal solutions to those problems, and they need help implementing those solutions. It is your responsibility to advise your customers, give them a process to make quality decisions and help them succeed. Your competitive advantage will rapidly erode if you don’t take the critical steps to help them get there.