Unless you are in an extremely niche industry, or have a 100% unique offer, the chances are that there will be other people out there who do what you do and do it well.
So part of communicating your value, and ensuring that prospective clients pick you, rather than your competition, is to be able to articulate your differentiators.
Think of it this way; if someone said to you, “Give me the three reasons we should do business with you”, do you have the answer ready to go? I’ve found it amazing how many business owners, sales people and executives stumble over what should ideally be on the tip of their tongues at all times. So do you actually know what makes you different, and can you clearly articulate your ‘three good reasons’?