I don’t remember where I read this, but I found it very insightful – the only value that exists in a library lies in the books you haven’t read. The point is that books that you’ve already read are no longer valuable because you’ve already learned from them – the real value lies in what you don’t know.
The same is true for sales. If all you all you do is address the “needs” that your customer/prospect already knows, you are not creating any value, and your merely being a commodity player. If you want to separate yourself from your competition, the only way to do that is to address items that:
a) your customer/prospect doesn’t know about or understand, and
b) your competition doesn’t address.
The failure to do this will leave you smack in the cross-hairs of commoditization.