At the end of the day, ‘people buy people’ is still a constant truth in business. The work does not always go to the best business on paper – sometimes it goes to the one who made a better connection with the client, was more personable or gave the impression that they’d be easier to work with.
In many service-based businesses the only thing that really separates them from their competition is they way they work – their style, their approach or their personality. Their knowledge and experience, their skills and aptitudes are almost accepted as a given if they have a business which is still trading and hasn’t accumulated a negative reputation.
Often, the work can go to the person which is ‘felt’ to make a better fit, one whose culture is more closely aligned to the client’s, one which shares a similar outlook or attitude. It can be more of an emotional decision than a purely rational business calculation. It doesn’t matter how good a supplier is if the client doesn’t like working with them or dreads each exchange.
So what does this mean for you? Don’t dismiss the ‘feeling’ your business can give prospects or clients. Think about how you can make each exchange more personable, how you can make it more convenient for clients to work with you and understand some of the techniques you can employ to communicate more effectively with them.
We can help you to do this – contact us if you want more information.