Outcomes not products

If you sell hammers every problem must involve a nail. If you sell tablets, servers and printers which offers the client a larger but still restricted set of choices.

If you intend to move out of commodity sales then your focus needs to be on delivering the outcomes your client’s leadership expects. Then you can price on value delivered.

If you don’t you will simply be the company clients approach when they need to buy tablets, servers or printers. Increasingly that will be an electronic conversation with their cost-focused electronic procurement system.