Ten BDRs (all competitors) call the same CEO with nearly identical pitches.
One day, the CEO picks up his phone and instead of responding with his usual “No” to their pitches, he tells each of them the same joke.
Of course all ten BDRs roar with laughter.
The next time they call the CEO he tells them the same joke but only a few laugh.
The third time they call the CEO no one laughs anymore.
The CEO smiles over the phone and says..
“You can’t laugh at the same joke over and over. So why are you always using the same pitch thinking I’ll say yes?”
Prospects never say yes to similarity, only to difference.