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You Are the Value by Leo J. Pusateri

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8 What Makes You Different?

“So, Leo, what makes you different?” I am often asked this question when I give a presentation. It can come off as a challenge, but I don’t mind because I believe people have every right to ask if they are considering investing time and money to attend one of my programs. I usually can’t wait to answer.

“Thank you for asking me the question,” I say. “I can distinguish myself in three ways. One, through my company versus other competitive alternatives. Two, with my solutions versus other options. Three, and most important, through my personal level of differentiation. It’s what I stand for. It’s my set of core values. It’s what you can expect from working with me.”

I continue, “Where would you like me to focus? My company, my solutions, or what I stand for? Better yet, another way to answer that question—I specialize in helping other committed professionals like you answer the very same question. What makes me different? I help you increase your confidence, passion, and speed. Where would you like me to focus?” I ask.

Perhaps you’ve encountered a similar situation. Have you ever been directly challenged? When I ask people in my workshops what makes them different, I usually get some nervous laughter. So I ask the group, “Well, tell me, what other ways can this question be asked?”

People respond by saying, “My prospect will say he’s talking to another firm and will ask how my firm compares.” People also will say, “Another firm told my prospect that they ...

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