If it were easy to get an appointment with that resistant contact within your dream client’s company, most of your competitors would have already booked an appointment with her. The fact that your dream client contact is no pushover when it comes to granting appointments is good for you. Once you find a way in, you can rest assured that 99.5% of your competitors will give up.

If it were easy to get access to all the decision-influencers (which we might as well start calling decisions-makers due to the ease with which they can torpedo an initiative) then you and everyone else would gain access. The fact that you are the only one to gain access will drive a massive wedge between your dream client and your competitors. You will be known and trusted. They will have alienated the very people they need by ignoring them.

If it were easy to come up with a compelling, differentiated value proposition that drives your dream client to act with urgency and with reckless disregard for the status quo, someone would have already built it for them. And your dream client would already be producing better results. The fact that you can create a compelling and differentiated value proposition will make you a category of one in most competitive situations.

If it were easy to help your prospective client make the necessary investment for the results they need–instead of getting trapped by price–then someone else would already have them making that investment. Many of your prospective clients are unhappy because they’ve bought the lie that they can have better, faster, and cheaper by switching. The investment will allow you to deliver and retain the client.

If it were easy to execute after you make a sale, then your competitor would be already helping your dream client produce that result now. Your competitors aren’t stupid, and they try hard too. Your ability to resolve issues and make the adjustments that ensure that you deliver the results that you promised make you someone worth doing business with.

Don’t wish it were easier. Just focus on getting better.

Sales 2015
Post by Anthony Iannarino on March 18, 2015
Anthony Iannarino
Anthony Iannarino is a writer, an author of four books on the modern sales approach, an international speaker, and an entrepreneur. Anthony posts here daily.
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