In tough economic environments, many sales reps fall into "cream skimming" mode. They get desperate and look for any business that could be out there. As a result, they often are viewed as a commodity, and fall into price-dropping battles.

To be successful, and of the utmost service, we need to add real value for our customers. Here are tips to avoid "cream skimming," and differentiate yourself from those who are viewed as just vendors.