I’ve been chewing up a lot of pencils, trying to think of the best way to explain the third reason people buy from you. It’s not as easy to grasp as the first two. In fact, I was almost ready to shirk the whole responsibility, break it up into a new series of emails, or write another white paper.

Then I saw an advertisement for Toshiba, and it all made sense. Toshiba talks about “our latest technology.” They spent months trying to think of the perfect name. The punchline: “His mother had already done that for us.” Their latest technology is Phil, a Professional Services Consultant.

Even though your company isn’t Toshiba, you’re probably doing a lot of the same things Phil does. You listen to your client’s goals, and think of ways you can help them. You don’t just “fill the order,” you work with them on solutions that will save resources and increase profits.

You see, there’s a gap between your client’s knowledge of your capabilities, and your knowledge of the client’s needs. Inside this gap is the magical place where fortunes are made. When you venture into this gap, and seek to fill it, you’re no longer a mere vendor. You become far more valuable, and replacing you becomes difficult, if not impossible.

Here’s an exercise for you: Start to think of yourself as a consultant. Imagine that your company doesn’t earn revenue from the ingredients you sell or the equipment you use, but that you’re paid to solve problems and uncover opportunities. The most successful companies in just about every industry are already doing this.

You and your colleagues have a wealth of specialized knowledge. It’s intangible, but it can be just as valuable as the machinery in your facility. It’s one of the best ways to attract and keep loyal customers, even though you may be more expensive than a competitor.

In fact, it’s no coincidence that some of the fastest-growing companies in the nutraceutical industry are already doing this.

With all the uncertainties in this world, we should all learn to be consultants. If you want to prosper, climb down into the gap. It’s the future.