We are the industry-leading provider.   We set the standard against which others are measured. We exceed customer expectations, 110% of the time. We offer the absolute best customer service in the industry.

These phrases probably sound familiar, and for good reason. They represent the new language of business. They are the standard against which other, blander communication is judged.

The official designation for this new lexicon is superlative maximus. For those who understand its meaning, superlative maximus is far more than just a way to communicate. It’s an attitude. A way of living. It’s about giving 110% all the time, every day, whether you’re working or playing—or even sleeping if you’re good at it.

In the old days, being good, big, fast, or responsive was good enough. But that was yesterday. In today’s fast paced world, we have to be the best, the biggest, the fastest, and the most responsive.

Personally, I think we’re onto something. Back in the twentieth century, we were limited by things like twenty-four hour days. But no more! With superlative maximus to guide us, we now have the ability to give 110%. That’s far better than the 100% limitation we had previously. And customer service shortcomings?   They’re gone, too! We now have the ability to consistently exceed customer expectations. Of course, that’s so much better than just meeting customer expectations.

Superlative Maximus is catching on in a big way. For proof, you need look no further than your marketing literature. Or your competitors’ marketing literature. Or the marketing literature from any of the vendors from whom you buy products. Clearly, we’re all becoming the best. We’re all offering industry-leading solutions. We’re all setting the standard by which others are judged.

Of course, there’s only one problem we haven’t figured out about this revolutionary philosophical paradigm. After everyone adopts the superlative maximus approach—after everyone is the best—how are we going to tell who’s better?

David Seibert is a professional salesperson, proposal writer, and proposal consultant. He is also the founder and president of The Seibert Group, a proposal consulting and training organization serving businesses that sell to other businesses and to state and local governments. You can contact him at dseibert@persuasionselling.com.

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