Today's Marketing Cookie reminds me of an important truth I learned back when I still had hair on my head and a 28-inch waist: People like to work with people they like. Your company may have the best process, the most capable experts, and the greatest capacity to do the work, but a prospect may still choose the less qualified vendor. But why? They likely chose the less experienced company because the chemistry "just felt right," and they simply liked them better.
When I founded my first website design company, there were a few times when I punched above my weight class and won projects with companies like Reebok, Ralph Lauren, Akamai, and Microsoft. In each case, my company was not the "obvious choice." Later, I would often learn that they decided to "take a risk on me" because they liked my energy and enthusiasm. They gave me a shot, I rose to the occasion, and we had a lot of fun working together!
Have you ever gone to a restaurant and asked for a specific waiter? Do you go in there enough that they recognize you and maybe know your name? Have you driven past a department store to go to another one just like it that is further away because you like the people better? Of course, you have. As you can see, people like to work with people they like.
In many cases, companies will pay more to work with you because, in their eyes, you are the best. You can't please everyone, and although you are astonishingly charming and good-looking, you won't be a good fit for everyone. There are many customers out there who appreciate your commitment to quality and who like the way you do things. When it clicks, it really makes everyone happy. So, don't worry; you will soon be surrounded by good friends and laughter!
by Myles Bristowe
Today's Marketing Cookie
Learn to speak marketing.
"Takes only 15 minutes to break."
What marketing says:
"Takes only 30 minutes to assemble."
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