One brick is strong. Two bricks are even stronger. Three bricks stronger still. Stacking makes something stronger. It makes it sturdier, less vulnerable.

How Are Different?

Don’t tell me. Let me guess. It’s your people that differentiate you, isn’t it? And since the three or four companies that have visited with your dream client right before you did said the very same thing, it’s not much of a differentiator. Maybe you could try stacking?

It’s not your people. But it’s your people, with the processes you utilize stacked on top, plus your methods for doing things stacked on top of that, plus your specific training stacked on top of that, all topped off by your client management strategy.

Any one of these alone may not differentiate you, but combined they may prove an effective and lethal combination.

Why Should I Pay More?

What makes you worth paying more for? Let’s stack up the reasons.

Our solution is going to help increase your revenue, it’s going to produce a greater result, it’s going to eliminate your risk of failing, and it’s going to build a platform on which you can build your future capabilities.

Or maybe it’s going to improve productivity, reduce your overhead costs, enable these four new functionalities, allowing you to leapfrog your competition, all the while returning precious time to your management team.

That’s two big stacks.

Strength In Numbers

One differentiator may not be enough to win the day. One reason your client should pay more to obtain you and your solution may not be enough. More may not always be better, but sometimes one isn’t enough either.

Stacking up the things that make you different or cost more can be more compelling than one single thing. It can also help your dream client justify giving you their time or  paying more for you over your competitors.

Think stacks.


What are three or four things that, when combined, make a compelling case you are different?

Now, how about three or four reasons you cost more that, when considered in the whole, make you worth paying more to obtain?

Why is one single reason weak?

How many reasons do you need to make your rationale compelling enough to justify what you are asking for?

Sales 2013
Post by Anthony Iannarino on August 22, 2013
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.
Get Instant Access
salescall-planner-ebook-v3-1-cover (1)