Over the past two decades, buyers have become savvier than most sellers. Rapid “commoditization” of products and services, due to access to information, foreign competitors, and faster product development cycles, threatens the long-term viability of almost all businesses. Effective value propositioning is the only defense that can resist the forces of rapid commoditization. As products become more commoditized, their true value to the customer must be discovered and uncovered by the sales representative. In this white paper, learn why it’s important and how to create, validate, and present an Economic Value Proposition in this white paper.