Rainmakers are confident. They should think they are better than their competitors. And there is nothing inherently wrong with sharing your confidence with prospects. But prospects often perceive "better" as subjective. Focus on objectivity. Emphasize how you are objectively different from your competitors. Think about it: Every one of your competitors will be telling prospects that they are better than you. If prospects are hearing this claim from everyone, then what criteria will they use to make their decision? One of the most critical aspects of this decision-making process is the concept of objective differentiation. Establish that — in your case — better means different.