--- title: Big Enough | The Sales Blog description: It isn’t as easy to sell as it once was. You used to need a few attributes and skills. If you had those attributes and skills, you’d do well as a salesperson. But things have changed. They’ve gotten a lot tougher. Globalization has made it so many of us are competing on a world stage. […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Screen-Shot-2012-08-28-at-7_03_01-AM.png --- ### [Now booking SKO meetings for 2026/27! 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You used to need a few attributes and skills. If you had those attributes and skills, you’d do well as a salesperson. But things have changed. They’ve gotten a lot tougher. Globalization has made it so many of us are competing on a world stage. There are companies and salespeople from around the world now competing for your dream client’s business. They’re every bit as good as you are—and some are even better. There is an overabundance of companies competing in every segment of the markets, making it easy for you and your company to be commoditized. When you can find a way to differentiate yourself and your offering, that differentiation is easily copied. And some of your clients believe that your relationship with them should be transactional, and that nothing you do is worth paying more to obtain. Many can’t break out of the commodity box themselves. The Internet has disintermediated whole industries, and while I don’t believe that this has irrevocably changed [how buyers buy](http://thesalesblog.com/blog/2012/08/05/the-real-reason-your-buyer-is-deep-into-the-buying-process/) as much as some claim, it does provide buyers with information and options. If you won’t give them what they want, Google will help them find someone that will. If you compete on product you aren’t playing big enough. If you are in business-to-business sales and you sell great service and support, you aren’t playing big enough. And now, even producing measurable business results doesn’t make you big enough. If you are going to be big enough, you have to create a higher level of value. You have to provide the kind of strategic value that helps your dream client move their business. If you are going to be big enough, you have to be someone your dream client thinks of as part of their management team, their brain trust, and their kitchen cabinet. If you aren’t continuously developing yourself both personally and professionally, you are falling behind. It’s critical that you keep growing. You have to be big enough to deserve the opportunities that you want, and big enough for your dream clients to trust you with their business. “Big enough” is the only way you can effectively compete with globalization, commoditization, and disintermediation. Right now, being “big enough” is the real differentiator. #### Questions Who do you have to be to compete and win in today’s economic environment? Who do you clients need you to be? How do you make yourself someone worth doing business with? What has to change for you to grow big enough? ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2012](https://www.thesalesblog.com/blog/tag/2012) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on August 28, 2012 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2022-06-16T3:28:24 PM", "datePublished" : "2012-08-28 21:34:00", "description" : "It isn’t as easy to sell as it once was. You used to need a few attributes and skills. If you had those attributes and skills, you’d do well as a salesperson. But things have changed. They’ve gotten a lot tougher. 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