Monday, March 31, 2008

66 Tips For Better Networking - #66 - People Do Business With People They Know and Like

Route 66 - The Journey Toward Success

People Do Business With People They Know and Like

It is very simple; All things being equal, people do business with people the know and like.

Sure, you can have superior quality or lower prices, but as long as your competition has very good products and services, and similar have no real advantage when it comes to features, benefits and costs. Years ago high quality service and a great product were selling points because not every vendor delivered quality. Nowadays having a good work product and amazing customer service skills is just the cost of doing business, as customers will not tolerate the sub-standard.

However, most business professionals make themselves crazy selling their customers on the "fact" that their products and services are the "best". The problem is that every claims this credibility and it confused the buyer. It is like being in New York City and wanting a tall building. If you are standing on the sidewalk looking up all the towers look tall, and it probably does not matter if you have the "tallest", anyway. Being the "best" becomes an issue of perspective, and thus muddies the water.

Your competition also claims quality (Yes, they do claim to be superior! Just a reminder, they do not go into a meeting and say they are almost as good in your industry), and as long as they can convince the prospect of a certain level, the customer no longer cares who is "best".

Instead you must focus on the building a bond with the client that proves to them that you are the best "fit" for their needs. This does not always mean that you show them a long list of satisfied clients, but instead instill a feeling of trust in you as an individual. Buyers want to know that you care about them. They want to like you. They want you to like them back.

Because of this, you should try to make everyone you meet a friend. Do things for them like you would for your friends, neighbors and family members. When you do this, you will discover that more opportunities will come your way. Not every person you be-friend will immediately assist you in your journey toward success, but you will find that many will go out of their way to help you reach your goals.

Author, professional speaker and business consultant Christine Comaford-Lynch says that "the universe has a perfect accounting system". Think about that for a minute. It is like Karma. Everyone wants those they like to win!

Customers use their brains to gather information between two or more competitors, but they use their hearts to select the vendor who they will work with on a specific project. Remember that you need to connect with them in their soul if you want to win their business.

Have A Great Day.



Anonymous said...

CONGRATULATIONS on finishing this series of 66 posts

David Morris said...

I loved this series - maybe you can aggregate all of the postings into a book!