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to him or her. Then, what generally ensues is a conversation about the sales and marketing challenges they have and how I can help. If, on the other hand, the person responds by saying that theyære totally confident with the way they describe their business, thatÆs cool too. I have two choices; I can either move on to another provocative question, (such as, æThatÆs great, do you get the response you want or would you like more people to ask for your business card, even in social situations?Æ), or I can talk about how being confident about the way you describe your business shows you have exceptional clarity the true value you offer to your clients -- and how thatÆs the absolute most fundamental plank of your sales and marketing. ItÆs all good -- itÆs all about having a conversation around an issue thatÆs both A) important to the other person, and B) related to a core challenge that you help your best clients solve. #2 The Level-Setting Statement If you're a financial advisor, consultant, or in any other crowded profession where your prospects are very familiar with -- perhaps even jaded about -- the kind of work you do, this oneÆs for you. The 'level-setting statement' is a universal statement that gets the other person nodding in agreement and then, WHAMMO! your point of difference hits them like a ton of bricks! Here's why it's such a powerful technique. You can only be different in comparison to something else. That's what the level-setting statement does ù it establishes what that something else is. HereÆs just one example from an event planner I worked with: "There are five specific areas of expertise that are absolutely critical in major event planning. (Pause û and wait to see if the other person wants to know what they are.) While there are a lot of excellent event planners who can do a good job in one or two of them, it's extremely unlikely that any one event planner would be an expert in all of them. Because I've been in the business for 15 years -- on both the corporate as well as on the vendor side -- I've developed a detailed planning process around each and every one. That's what enables me to track and manage the myriad of details to guarantee a successful event." By stating the level-setting statement up front, you educate the other person about the industry you operate in, and establish a frame of reference that gives meaning to the differentiation you want to communicate. You can use this approach to challenge an underlying assumption that

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