Your product may be made better, last longer or do a better job for your customers, but chances are it is still very much the same to your customers. Most customers think a pen is a pen; no matter how better one is constructed than the other. Therefore, you should stop selling your product’s “actual value” and focus on selling the “perceived value” instead.
To be a top salesperson, you need to sharpen your negotiation skills. You cannot walk into your prospects and tell them what you want. You need to negotiate for the best deal because you compete with your competitors.