I have my reps take a Value Selling approach because you won't ever lose a 6/7-figure deal because of a few features that a competitor offers. It all comes down to the achieved value/benefits and of course your ROI (Return on Investment). I did this by getting multiple 3rd party/independent "ROI Case Studies" based on actual customer interviews after deployment. This gives our sales reps the ability to remove financial objections from the sales process and close more new deals.