Customers Choose

There’s an old fable about the sun and the wind arguing about who is stronger. They decide to settle it by seeing who can remove the coat from a person walking down the street. The wind went first and blew and blew, but that person just wrapped that cloak tighter around themselves, and wind failed. Sun, on the other hand, radiated warmth and the person decided on their own to remove their coat. There’s a lesson here for you and your business around your marketing. Your customers, at the end of the day, choose to work with you. And if you try to shortcut that by forcing them to work with you or manipulating them into working with you, you’ll, hurt your business. So I wanna share three things for you to focus on, things to think about when it comes to helping your clients choose you.

Tell the truth
First, don’t use clickbait. Don’t talk about your product in a way that exaggerates how it will help them because they will ultimately see the truth, and B to B success comes from trust, and you doing what you say you’re going to do and your product working the way you told them it would work. 

Add, don’t subtract
Secondly, don’t be tempted to use fear or other negative methods to coerce them into taking steps. Rather look for ways to help them to add value and do it even before they pay for it. That positive contribution to them, that generosity will draw them to your business. They will choose to work with you because you are a better partner for them.

Make it easy.
And third, because it’s a choice. The best thing you could do to make it happen more often is to make it so easy. Look for resistance, look for friction, look for complexity, look for confusion, and find ways to remove those. Get them out of the way. Make your relationship as one clicky as possible with them, and you’ll find that that encourages them to choose you over the more difficult and confusing options that they have out there.

So, I hope you consider this and focus more on wagging than barking in your business. I think you’ll find that while it takes more effort upfront and it requires more patience, that in the end you’ll have clients that stay with you longer and are more profitable and talk more about you in a positive way with others.