Okay, so the car is packed… phone’s charged… GPS is programmed. Just one quick check of the house, and yup… you’re ready to go.
Oh yeah, just one last thing… gotta fill up before hitting the highway. You have two choices: immediately to your right is a Shell station… at the next corner is a BP, owned by a friend from church.
Which one do you choose?
If it’s me, there’s no question. I go to my friend’s station, because… well… he’s my friend.
Several years ago, Jeffrey Gitomer wrote that “All things being equal, people want to do business with their friends. And all things being NOT so equal, people STILL want to do business with their friends.”
This is not just about “who you know.” This is about relationship.
I said in an earlier post that ‘who you know’ is not as important as ‘who you are’. Ultimately, business is about trust. People like to do business with people they trust.
Break the trust… lose the business. Break trust frequently… lose all your business.
The rules of business and marketing are changing. No, let me rephrase… the rules of business and marketing have changed.
And with the explosive growth of online and social media, they will continue to change.
Interactive technologies have enabled anyone with a cell phone, laptop, or library card to get to know you… or your competitors. And the first thing they want to buy is… you.They will buy into you, and then they will buy into your products. They will buy into you, and then
they will buy into your brand… because more and more, as the leader of your company…
you are the brand.
I look forward to hearing from you.
What are you doing this week to make sure that your customers know you, better than they know your competition?