Put Yourself Out There

What the Prospective Customer Needs First

We’ve all heard the notion that “People do business with people they like.” In order to give people the opportunity to “like” you, they’ve got to get to know you, or at least feel as they they’re getting to know you. You can differentiate yourself from competition, first by being liked, and second by being liked more than your rivals. Your initial efforts need to focus on letting customers and prospects get to know you. Don’t tout the kinds of industry-centered credentials; share your personality, your values, your experiences, and in doing so, you’ll provide a sense of your authenticity.

Use Your Customer Data to Share What Matters to Them

Depending on your target market, and what you know about them, share the kinds of qualifications and/or credentials that might interest them. For example, if you’re from the Midwest, which is known for its strong work ethic, let those customers with a similar background know you were raised with those beliefs and how that has played out in your career. This invites a personal discussion between two people of similar viewpoints and experiences before it invites a discussion between two potential business people. 

I’ve never read or heard anyone say that people do business with businesses that they like. People do, in fact, do business with people they like. Who you are, and what you are, can give you a very competitive edge. How you choose to share your personality, which facets of it you think are most important to your prospects and customers, and what you choose not to share are all challenges to be addressed on a case-by-case basis, because people don’t all value the same things. Making an effort to showcase who you are in addition to what you have to offer can make what you have to offer all the more attractive. You’re not only selling a product or service. You’re building a mutually beneficial relationship that can mean the difference between failure and success. Don’t stand behind what you have to offer. Put yourself out there, so to speak, and you’ll give people a reason to purchase from you instead of buying from your competition.