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Don’t be the ‘before’ picture

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Imagine you could take a picture of your competitor’s performance for one of their clients (the “before” picture). Then imagine you could take a picture of your performance showing that client the results you could produce for him (the “after” picture).

If you like this idea, it’s because you recognize that the difference between those pictures might be enough to compel your competitor’s client to make a change. That difference might lead to dissatisfaction—and an opportunity.

But what if we were to reverse this scenario? What if your competitor could take a picture of your mediocre performance as the “before” picture and use their performance as the “after”?

I hate to say it, but your performance right now—as good as it may be—is your competitors’ “before” picture. They are working their tails off trying to create a compelling “after” picture to lure away your clients. Either you take the initiative and create an “after” picture that will help your clients achieve their desired outcomes—or someone else will.

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S. Anthony Iannarino is the managing director of B2B Sales Coach & Consultancy, a boutique sales coaching and consulting company, and an adjunct faculty member at Capital University’s School of Management and Leadership. For more information, go


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