Why your customers do business with you could be merely from the straightforward product or service you are offering. That is what the agreement is around. However, many of the intangibles of working together, and specifically, with you matter a great deal in your interactions. We often discount what is of value.
In my experience, here are some reasons that customers work with you rather than someone else that are largely unarticulated:
- You are likable
- You both enjoy similar pastimes
- They feel heard and understood
- You help educate them about your industry
- You make them feel powerful
- You are dependable and consistent
- You speak kindly
- You help them to think
- You help them to think bigger
- They feel hope
A lot of the intangible is around emotion. That is exactly why it can be discounted too easily and tragically missed by competent, technical people that define value too narrowly.
The truth is that your customers may be picking you or staying with you for highly irrational reasons. So, if that’s the case, how about tuning in and providing even more value by performing professionally and adeptly at your craft with intangibles?
By the way, this can apply for your employees, your vendors and your friends.
What can you do to give your customers what they are not saying they need?