For example, you may be selling sawdust. It’s the same sawdust that two of your competitors sell. All three of you buy it from the same sawmill, at the same price. Your customers order it by the truckload from you.
How do you create a solution out of sawdust?
Look at all the issues surrounding the sawdust. Can you deliver it quicker or closer to the end user than everyone else? Maybe everybody else dumps it in pile, and you offer to put it in the bin from which the customer retrieves it. Result? You have saved the customer a step in his process, thus saving him money by looking at the delivery of the product, not the product itself.
How about packaging, warranties,
terms, billing, the way they order the product, etc. All of these can be customized for the individual buyer, resulting in higher value to that customer, and a reason to buy sawdust from you instead of the competition.
The customer’s decision to buy a product is never based solely on the product itself. Lots of factors determine what they buy and from whom they buy it. Add to the list above such things as the history
between the two companies and your personal relationship, and you get a sense of what you can customize... [click here to read the entire article online] 
