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If you recruit salespeople and want to see an instant smile appear on their faces, share that you are the largest player in your industry.

Being the biggest is seen by salespeople as a powerful, standout differentiator. Salespeople and, truth be told, executives puff out their chests when they say they are the largest provider.

And why shouldn’t they? The inference is that being the biggest makes you the premier player in the industry.

Let’s flip this around. Try recruiting salespeople with the opening statement that you are the smallest player in the industry. Most sales candidates will be turned off because they infer the company is weak, novice and unstable.

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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 or 763.416.4321.