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Largest is an adjective, not a benefit

January 15, 2010

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.

Written by leadingresults

Leading Results helps businesses stop wasting money on marketing and improves their business development results by putting POWER in their marketing. The POWER is the Processes, Organizational Support, Why (you do what you do), Expertise and Refer-ability. You get strategy, tactics and execution. We work with both individual businesses and businesses as part of a larger ecosystem. Be more profitable.

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