Here’s an interesting exercise: On a piece of paper (or in a word processing document) draw a vertical line down the center of the page. At the top left side, write your company’s name. Across the page, on the top right side, write the name of your most important competitor. Down the left side of the page, write the numbers 1, 2 and 3. Do the same thing on the right side of the page. Now, under your company’s name, list the top three benefits of the product or service that you’re selling. Be sure these benefits explain why people buy from you. Is it because your product or service generates increased profits? Does it maximize effectiveness or efficiency? Is it easy to use? Is the service and support you offer fantastic?