When pursuing big companies, most sellers want to ensure that decision makers know all about the full range of products, services, or solutions that they provide.

Proudly, they brag:

• "We offer a full breadth of services."
  
  
• "We provide our clients with one-stop shopping."
  
  
• "We can handle all your _____ needs."

These killer phrases are detrimental to their sales objective and actually create massive roadblocks for them. But they don't want to believe me.

Marketing has convinced them that these words are exactly what prospects want to hear—that prospects will be impressed with their vast capabilities which differentiate them from everyone else in the market.

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