- Why should prospect by from your company?
- Expertise?
- Experience?
- Financial Strength?
- Anchor customers?
- How are we different/preferable than competitors?
- Why should prospect buy your product versus alternatives?
- Architecture?
- Install Base?
- Industry focus?
- Innovation?
- Solution/industry expertise?
- Purity of design?
- Cost of ownership over time?
- ROI?