I consult with some of the greatest and most innovative medical companies in the world, yet invariably, a sales representative will ask, “How do you deal with customers who treat your product like a commodity.”  My answer is usually something along the lines of, “Well, stop creating that perception!”  As you can imagine, that often garners a surprised and even an angry look.  If you want to know how this is happening and why YOU might be at fault, I lay it out here in this podcast episode.

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