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I was sitting in a client’s office once when one of my fiercest competitors called him. He took the call, and I got to listen to him describe our relationship. He shut the call down quickly, and not just because I was sitting there. We had worked together for some time, and we were producing great results together.

After a few minutes passed, another of my competitors called him. He dispatched this one in just a few seconds. But the experience stuck with me.

It’s hard to imagine (and important to remember) that your dream clients are getting calls all of the time. You aren’t the only caller vying for their attention and a chance to differentiate yourself. It’s tough for your dream clients to determine who deserves an opportunity.

Why should your dream client choose you above all others as their business partner, their level 4 value-creator?

You Are Part of the Solution

You are part of what your dream client is buying.

If your prospects don’t sense that you care deeply about helping them, then your company doesn’t care deeply. If they don’t sense that you have the ability to help them, they make the assumption that your company doesn’t either (they sent you, after all). You are part of the solution, and you are the person that promises to own and deliver the outcome that you sell.

Your clients believe that they are, in part, buying you. You are part of the decision that they make as to whether or not to give the business to you and your company. Because this is true, you have to make the decision easy by being someone worth choosing.

Instead of me writing what I believe you need to do to be worth choosing over all others (I’ve done that in the hundreds of posts before this one), let’s run through the questions and see what you come up with.


What differentiates you from your competitor’s salespeople?

If you can’t answer that question, try this: What could differentiate you from your competitor’s salespeople?

What do your dream clients need to believe about you to believe that you are worth choosing over other salespeople? (Leave your company out of this. Make it about you).

Why do your existing clients believe that you are worth doing business with? What makes you their level 4 value-creator?

How do you convey that you are someone that you dream clients should choose over all others?

Sales 2012
Post by Anthony Iannarino on May 9, 2012
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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