In today’s crowded marketplace, it’s easy to forget how many choices your buyer has. Buyers have a difficult time differentiating your solution from the competition’s solution. What may be an obvious distinction to you may not be so apparent to the buyer.
So you need to explain why the buyer should select your solution instead of the alternatives. Skilled sales reps differentiate their solutions by highlight features that are important to the buyer where they're strong, and their competitors are weak.