Need-Fulfillment? Or Need-Creation?
The rewards of need-creation are many. The satisfaction of creating something that makes things happen. Your clients view you as a creative person who is marketing and advertising savvy. They view you as a partner who is not out to sell stuff but who is out to solve their problems. You become not only a story teller, but a story creator.
How do you get into the need-creation business? You develop a passionate curiosity about your client's business and its needs and challenges. You research their industries and their competitors. You ask them knowledgeable questions about what they are concerned about. You study the case histories from the successful companies that you want to emulate. You ask each supplier rep to tell you about successful case histories in the industries that your best customers and prospects work in. Then, you proactively make suggestions, recommendations, bring in spec samples with a plan for how this could solve a real need.
When you get into the business of need-creation, price is no longer the defining factor. You position yourself to where you can charge for your ideas and your expertise.
Decide what business you wish to be in and then make it happen.