---
title: "Be Equal"
url: "https://books.joshbraun.com/4/forsale/56/be-equal"
---

**BE EQUAL**

Down, up, and equal positions in sales. 

Down (needy):<br>
"Please call me back."<br>
"Have you read the proposal?"<br>
"What do I need to do to win your business?"<br>

Up (arrogant):<br>
"We're the best."<br>
"Here's why we're a fit." <br>
"We can 10X your sales." <br>
"You need us."<br>

Equal:<br>
"I need to know more to determine if we're a fit. Can I ask you a few specifics about X?" <br>
"You mentioned that your SDR team is new. Would monitoring this issue for a few months before bringing on a sales trainer make sense?"<br>
"Not sure about you, but many of the SDRs we work with tell us they only talk to 2-4 people per 50 dials. How does that compare to what you're seeing?"<br>

Be equal.