Almost all organizations have a market differentiation -- whether they recognize and acknowledge it or not. Regrettably, few organizations in our great industry "test" and recognize why their more profitable customers buy from them. Equally counterproductive, few organizations provide "written guidance" to Business Development representatives re. the "detailed profile of prospects to pursue and avoid." This instructive handout provides examples of successful differentiation in our great industry. Note: Your future profitability is being quietly determined by who your representatives pursue developing.