Are your customers still unsure of how you’re different from your competitors?

The answer is staring them right in the face—it’s you.

The Power of Personal Alignment

There are countless ways to position against competitors—product features, pricing, service levels, and more. But one of the most unique and underutilized differentiators is your own professional choice to work where you do.

You could have chosen to work for any company in your industry, but you didn’t. You chose this one. That speaks volumes about the value and credibility of your company.

Why Your Career Choice Matters to Customers

Customers are often looking for reassurance. They want to know why your solution is worth their investment, and more importantly, why they should trust you.

By sharing your career journey—why you chose to work where you do—you give them an inside look at what sets your company apart. This isn’t about boasting; it’s about demonstrating confidence in the value your company brings.

How to Use This in Sales Conversations

Instead of solely focusing on product differentiation, try integrating your personal experience into the conversation:

• “Before we dive into our solution, let me share why I chose to work here. When I was evaluating companies in this space, I saw that [your company] truly stood out because…”
• “One of the reasons I believe so strongly in what we offer is that I could have worked for any of our competitors—but I didn’t. Here’s why…”

When you position yourself as a knowledgeable and credible advocate for your company, you’re doing more than selling a product—you’re selling confidence.

So the next time a customer is comparing you to the competition, remind them: The difference isn’t just in the product. It’s in the people behind it—and that includes you.

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