The Death of the Middle: Why Buyers Only Remember Extremes
Here’s the harsh truth. In crowded markets, being “solid” or “pretty good” is the kiss of death. Buyers do not remember safe. They remember the best they’ve ever seen or the worst they’ve ever endured. Everything in the middle gets lost in the shuffle.
Safe equals invisible.
Think about your last flight. You remember the time an airline lost your bag. You remember the time a flight crew made the trip surprisingly fun. But the middle flights where everything was fine? Gone from memory.
Your buyers are the same way. Middle-of-the-road pitches do not get callbacks. Middle-of-the-road service does not win renewals.
The best reps do not aim for safe. They aim for sharp, memorable, and clear. They bring energy. They ask unexpected questions. They make bold claims and then back them up. They give buyers a reason to say, “That was different.”
Scripts help here. The words are written down so you can deliver them with swagger, not stutter.”
If your buyers describe you as solid, you are in trouble. Be bold, be memorable, and give them a reason to talk about you. The middle is where deals go to die.
About Brian Sullivan
Brian Sullivan, CSP, is the author of 20 Days to the Top and a leading voice in sales training and development. He helps sales teams perfect their prospecting and performance with PRECISE Selling.
