I heard that last week. I can’t remember where I heard or read it, though I wish I could (and if it was you reading this that said, please leave me a comment saying so).
Those seven words say so much about what many people miss in the sales and marketing process. “Largest” does not convey any meaning to your prospect. It may have some implied meaning, but then you are leaving it up to them to decide how to interpret you. Do you really want to do that?
By saying you are the largest x or y, are you saying your prospect benefits from your scale and so gets a better price? Or are you able to provide better service? Or do have greater talent. Regardless of your reason for saying it, be prepared to back up the why with detail on the how. I think we are all suspicious of large being better at anything (including being financially stable). When was the last time you actually heard someone tell you they were the largest, this is what that matters and how it impacts you – and you actually believed it? Comments and thoughts always welcome.