Good Race

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Good Race

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It seems like we all sell something. You often have two choices, the high road or the low road. You assess your confidence and the risk. In one choice, you approach the problem from the side. You try to bring the opposition down. You say little unattractive things that may be cleverly disguised as attractive.

Two Roads

It may sound like this:

“They’ve been providing good service. I’m not sure though, I understand they’ve been so busy as a result of their recent marketing campaign I don’t know if they’ll be timely. Our staff is big which costs us more and in this economy that is scary we don’t like to see anyone lose their job but it’s worth it to us to always have the immediate resources, we would love to have your business.”

Your conscious tells you that you haven’t really blasted the competition. In fact, you’ve said good things, but you’ve also painted the picture that they may not be able to deliver. Better yet, you’re tugging on their emotions with the “job loss” comment. Perhaps you’ve created doubt in the customers mind.  In your mind, you’re proud.

Another choice is to approach it straight up, also known as, the high road. It may sound more like this:

“I’m really not sure about how our competitors are doing, but what we offer has all the features and benefits that align with your expressed need and we have a team ready to dig in and tackle this. I’m willing to work hard to get and keep your business, you have my promise. What is the next step? We would love to provide a formal proposal.”

Your proud, you’ve honestly approached the situation and tackled it straight up.

Two people can’t win the race. One will take the high road and another will take the low road. In the beginning either road seems like a reasonable choice.

The high road may feel like the harder climb, but the low road will always keep you at the bottom.


Dennis E. Gilbert is a keynote speaker, corporate trainer, and consultant that specializes in helping businesses accelerate their leadership, their team, and their success. Reach him through his website at or by calling +1 646.546.5553.

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