We live in a fast moving economy. Change is constantly challenging us to reinvent ourselves. Who we do business with cannot be taken for granted. The threads which bind business relationships are built by trust and value.
If your offering looks like parity to a buyer then your ability to connect and build trust becomes a differentiator. The first question is whether you are trustworthy instead of appearing to be trustworthy. Do you operate from a value system or a veneer? All things being equal, this substance or lack thereof comes under further scrutiny. Trust gets built from keeping your word and apologizing authentically when you do not. It is built over the credibility of your words and actions. It is marinated with likability and care for the other person.
Your customer wants authenticity and action. Doing a good job exceeds noone’s expectations. As the new economy takes shape and removes the veneers that old school marketing and sales proliferated, be prepared for change at the core. There’s much less to hide behind with so much available about your competition and about you. Your best strategy is to focus on becoming trusted and valued and leave the gimmicks for those who still fail to understand they are exposed.