Do you ever find yourself in a situation where you feel you are being commoditized? If you are asked, "What's your price?" you have been commoditized. The value you bring to the situation is disregarded and your prospect is viewing all the competitors the same. The sales person must be able to differentiate your company from the competitors. They must build value and not cut the price. If you want more information on price, check out Brian's white paper: 7 Keys to Controlling the Conversation on Price.