Relevance – to your buyer’s company, industry, role, current business objectives and challenges, and personal interests.

Value – tangible value that specifically and directly links what you’re selling to what the customer wants.  Value is the intersection of results you have proved you can deliver, and the results the customer is looking for.

Uniqueness – Your secret sauce. That thing that only you can deliver, or for which you are known as the best or the vanguard.