“Why should I pick you over someone else, including someone that I already know?”

Nov 10, 2026 — John Way

“Why should I pick you over someone else, including someone that I already know?”

That’s the question every one of your prospects is thinking when you introduce yourself, when you get referred, and when they look you up on your website or LinkedIn.

And how do most of us answer?

... my background is…
... I have X years of experience
... I’ve helped X number of clients, including [name-drop], [name-drop]...
… I have a ton of 5-star reviews

Now, that’s all great, but there are lots of other consultants who can say the same thing.

In fact, my 2026 Atlanta Buyer research shows that chances are your prospect already knows at least 3 of them.

So back to the original question: Why should I pick you over someone else, including someone that I already know?

Here’s the thing: your PhD, your 20 years, your 100+ clients prove that you’re an expert and qualified for the job.

But your buyers aren’t asking if you’re qualified.

They’re asking why they should choose *YOU* over someone else, and that requires a completely different answer.

And one of the best ways is to talk about how you deliver your results, especially if you have a proprietary framework or process that is unique to your business.

As Katie Lantukh and I sat down to film our expert reviews for people who came to the Growth Lab in Atlanta, she dropped this brilliant nugget of advice that I had to share.

Check it out below and let me know how you would answer “Why should I pick you over someone else?” ⬇️