The other day, I was listening to a sales webinar as part of my professional development. About a third of the way through, a classic sales adage popped up on the screen. The presenter made the point as if it were a total no-brainer that nobody in her right mind would question: "As we all know—all things being equal—people buy from those they know, like and trust."
Sounds reasonable enough, right? In fact, I have agreed with this statement 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 that is the way people buy." Let me tell you what's wrong with this concept. Unless you're selling commodities, nothing is ever equal. And beyond that, our job as sellers is to make sure things are unequal.
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