The relationship between the features and benefits distributors offer is rarely described or quantified, and as a result, the value proposition offered by one distributor often sounds the same as its competitors. Distributors should include their unique benefits in a cohesive value proposition that sets them apart, says Real Results Marketing's Jonathan Bein in Bridging the Value Gap.

Distributors often focus more on the features they offer than on the benefits they provide, Bein says, even though there are likely significant differences in the benefits provided. Don't ignore the features completely; rather, include benefits in assessing the strength of your claims.

The key is to find out what your customer really value and to effectively relate features and benefits to them in an emotionally engaging way. Your value proposition should move your sales pitch from "Here's what I have to offer you" to "Here's why you should care."

Many distributors, large and small, explicitly position on the claim of having better product selection, better availability and better delivery than their competitors. By quantifying the reason they should care, the value proposition is strengthened.