In this episode of The Rainmaking Podcast, host Scott Love speaks with Bob Potter, managing principal of R.A. Potter Advisors, about how professionals can avoid becoming commoditized by developing a strong preference value proposition—a clear and compelling answer to why a client should choose you over your best competitor.

Bob explains that most professionals rely on generic, overused claims like “great service,” “deep experience,” or “client focus.” While those qualities are important, they’re expected—just like airbags in a car. They don’t create preference. To truly stand out, professionals need to address three core questions: What makes you different? Why should that difference matter to the client? And why should they believe you? According to Bob, it’s not enough to talk about capabilities—you have to back them up with proof. Testimonials, client stories, and measurable results provide evidence that builds trust and makes your value proposition credible.

He encourages professionals to ask their best clients why they chose them, pushing past surface-level compliments to uncover what truly drove the decision. These insights can then be used to refine messaging and give prospects compelling, believable reasons to choose you—without defaulting to price. Bob also shares that when clients see you as a trusted partner who understands their business and objectives, they’re less likely to negotiate on fees and more likely to become long-term advocates.

This episode offers a clear roadmap for professionals looking to win more work by focusing on differentiation, trust, and authentic connection, rather than competing solely on cost.

https://therainmakingpodcast.com/

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Bob Potter is the managing principal of RA Potter Advisors LLC, a marketing and sales strategy consulting practice for financial and professional service providers. He is the author of two books on the subject and his articles have appeared in dozens of magazines and newspapers. He is also the developer of the Third Level Selling and Third Level Service Excellence training programs. Bob spent 35 years in business development for IBM, McGraw-Hill, Dean Witter and MBIA. He has opened new markets in the U.S., Mexico, Australia and Asia. In 2000 he sold a successful services firm and started RA Potter Advisors to help other services professional win and retain clients. Bob received his B.A. degree from Santa Clara University and his M.B.A from UC Berkeley. He lives in San Anselmo, CA.

http://www.rapotter.com

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