Don't focus on what you want to sell, but rather what the customer wants to buy. Companies spend millions of dollars on brochures and advertising. It only fuels a company ego. A good sales person will know this. Effective marketing is the only thing that will work in the long run.
Every company wants to sell itself a different way.
They want to show that they are unique. In fact, most products and services, in a related industry, are rather ordinary. When we look at the big picture, most companies are just as good as their competition. Some may be better in one area but weaker in another. True success will only come when you first try to sell the advantages of doing business with you rather then just trying to sell them a product.