As you already know, the most important element of differentiation is the person with whom the prospect partners. Even though you can distinguish your practice, your team, and your solutions, the critical component is YOU. You are the company. You are the process. You are the value.
Leo Pusateri is president of Pusateri Consulting and Training LLC in Buffalo, N.Y., and is author of Mirror Mirror on the Wall Am I the Most Valued of Them All?