There’s very little worse than getting caught in a commodity trap, the primary reason being that when this happens, you are in a price war. And that sucks. It’s a race to the bottom where the prize for the winner is shitty margins and loss-leading products.

When we see this our first order of business is to help our customers, to quote Joe Calloway, “Become a category of one by transcending commodity and defying comparison.” We do that by focusing on the UDS – Unique Dragon only they can slay. If we can find a problem that your customer has that your product or service is uniquely good at solving, then we don’t sell your solution, we sell the problem. If they see the dragon they need to slay it.

How do we solve this tricky problem?

The answer? We have to learn how to sell using story or what we like to call StorySelling. A term coined by professional speaker and sales expert Rich Mulholland.

We wish we could give you a button you could click that puts all the info you need on StorySelling into our brain instantly, but we can’t… yet… (just double checked with Elon).

But we are happy to give you a free eBook outlining the absolute fundamentals of StorySelling, including why telling (and selling) your story is a terrible mistake… Give that a download won’t you!