Why do some prospective clients choose an inferior provider, even after you’ve demonstrated that you offer a far better service?
I was thinking about this earlier. A friend of mine bought a new vehicle, which carries 7 people. He’s married. They have one child and no pets. I asked him why he chose to buy a vehicle with so many seats.
He said, “I don’t know, Jim. I don’t need all those seats. I just really like it”.
The problem with logic
Here’s the thing: Most of the purchasing decisions we make seem to defy logic.
Instead, we hire someone or buy something, based on the way we feel about them / it.
So, here’s a quick tip.
If you find you’re losing prospective clients to competitors, even after you’ve clearly explained why you’re the best choice, try focusing less on logic. This means fewer graphs. Fewer numbers. Fewer facts.
Instead, tell them a better story. A story that’s consistent with the way they need to feel, in order to hire you or buy from you. When they feel comfortable with you, when they feel like you’re the right option… you become the obvious choice.
This will help you get it right: Why storytelling is the cornerstone of successful marketing.