Whether we mean to say these things or not is not the point. In the moment, it’s how other people will interpret it. Interpretation matters: forget what you think your marketing says, what does it really say to those you wish to serve?
April 18 2019
Turns out the customer isn’t always right. We have two choices when we hear a request from someone we wish to serve:
- ‘Yes that’s fine’ is fine, unless you’re pandering for the sale. Oftentimes, there’s a better way, and not doing the emotional labor of educating your prospect commoditizes you into a replaceable cog in their wheel.
- ‘There’s a better way’ is what we say when we care enough about the results of our prospect to propose something different; a different product, order volume, or frequency of purchase. This self-elected fiduciary role sets you apart.
“The customer is always right” is a fast-track to commoditizing yourself into a replaceable cog. Do you have the confidence to show your market a better way?
(Tip: The best way to educate prospects is through a good narrative. tryABC.net can help you get clear on what that narrative should be.)