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Last week, I began a brain-share session with a client by saying to the group, “I’m the best sales consultant in the world.”

Staring at some odd expressions, I then asked each of the participants to write down three adjectives to describe me based on that introduction. As you can probably imagine, none of those descriptors of me was very favorable.

The follow-up question I posed to the group was, “If that was your impression of me given that introduction, how do you think you are perceived when you tell prospects you have the best product?” The odd expressions turned to embarrassed smiles.

In the history of this planet, no salesperson has ever said to a prospect,  “Our service is pretty good. Our technology is so-so. Our quality is OK.” Every one of them says they are the best. They argue from the position of “best” as their strategy to engage prospects, but that backfires — sometimes without them knowing it. Instead of attracting, prospects are repelled.

Unless a scientific study was conducted that analyzed every aspect of your product, your company and the industry, how can you make a representation that you are the best? You may be able to utter the word “best,” but your prospects aren’t buying it. Being passionate about your company is not the same as making statements with no proof.

This is one of the big reasons why the sales profession battles to earn trust. There is a history of making unfounded claims.

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Lee B. Salz is a leading sales management strategist specializing in helping companies build scalable, high-performance sales organizations through hiring the right salespeople, effectively onboarding them, and aligning their sales activities with business objectives through process, metrics and compensation. He is the Founder and CEO of Sales Architects, Business Expert Webinars and The Revenue Accelerator. Lee has authored several books including award-winning,  best-seller “Hire Right, Higher Profits.” He is a results-driven sales management consultant and a passionate, dynamic speaker . Lee can be reached at lsalz@SalesArchitects.net or 763.416.4321.