Sales organizations are facing several challenges. Sales organizations are providing similar solutions using the same message. Products, companies, and even salespeople have become commodities. Sales organizations fail to stand out. Organizations are too quick to say, “Me too,” instead of “Surprise, we’re different.” Customers are left thinking all the solutions are the same. To be different and succeed, sales organizations have to compete on the total value of their solution. Value-Added Selling is a content-rich message of hope: You can compete aggressively and outsell the competition while maintaining your profitability. The theme of this customer-oriented philosophy is Add value, not cost; sell value, not price. Value-added salespeople are more focused on making a difference than just making a deal; they know that a cheap price is not the only way to compete—they compete with their total value-added solution.