I’m going out on a limb here and today I’m going to balance out the popular conviction that salespeople need to campaign on what makes them different when promoting themselves. The question, what is your “differentiating value” may be leading you away from a sale, not towards it.
This notion that prospects make their decision on differences is a myth. Most attributes in a decision are based on more similarities than differences. In fact, differences infuse more risks for a prospect in making a switch or decision.