I was listening to a sales webinar the other day. It’s part of my professional development. I like to stay on top of things.

About a third of the way through, a classic sales adage popped up on the screen. And, the presenter stated it as if it was a total no-brainer that nobody in their right mind could argue against.

He said, “As we all know, all things being equal, people buy from those they know, like and trust.”

Sounds reasonable, right? I’ve agreed with it for years. But suddenly it hit me that it was the stupidest thing I’d ever heard.

Why "All Things Being Equal" is Wrong

You’re probably thinking, “Jill, have you lost your marbles? Everyone knows that’s how people buy.”

Let me tell you what’s wrong with it. The first part – “all things being equal.”

Unless you’re selling commodities, nothing is ever equal. And even beyond that, our job, as sellers, is to make things unequal.

The truth is, it all starts with us. What we bring to the table – like our ideas on how prospects and customers can address their issues and challenges; like our insights into ways they can more easily achieve their objectives. And like the useful information we can share with them on a variety of helpful topics.

Become the Better Option

Inequality is also evident in how we interact with our customers too. Are we curious about things or more interested in pitching our stuff? Can we guide them through a complicated decision process or help them build a solid business case for change? Or, are we more focused on closing the deal?

Your product or service may be pretty equal to your competitors, but there’s no way you personally have to be.

Your job is to stand out from your competitors—to be an invaluable resource who they can’t live without.

Of course, that means you’ll have to do a little work to turn yourself into the competitive edge. But let me tell you one thing—every single ounce of that time investment, pays off.