**Open scene.**

🧍‍♀️: “I need movers.”

🚚: “We moved 100 people last month.”

🧍‍♀️: “Ok. So did all the rest of these companies.”

🚚: “But we’re cheaper.”

🧍‍♀️: “Well, the two college students on Craigslist would be even cheaper.”

🚚: “But they don’t have all the equipment.”

🧍‍♀️: “What equipment?”

🚚: “Dollies, parking cones, wardrobe boxes.”

🧍‍♀️: “Jeez do I need all that?”

**Cut**

See how this devolved? When the first thing you say is an easily comparable characteristic, you turn yourself into a commodity and have to sell your way back up.

​

Let’s try again:

🧍‍♀️: “I need movers.”

🚚: “We’ve handled moves in/out of your current building and your new building. We know where our truck will fit and can work with both buildings to reserve the elevators at the right times. This way, you’re not paying for us to wait around and the day runs smoothly.”

🧍‍♀️: 😊

​

When you apply your unique expertise to the client’s context, you a) highlight your differentiated value and b) instill trust in you and your solution.

And suddenly we’ve all forgotten about the cheaper option down the street.

💡

-Wes