Preserve Your Integrity - Take the High Road

Consumer buying patterns are the same in whatever industry you are in. Consumers buy from businesses they trust...from people they like. Yes, your product needs to have value. And yes, your service needs to be of such a high quality that your consumer can rationalize the expense. But, at the end of the day, they will buy from you because they trust you, they like you, and they know you have listened to their needs. Buying, ultimately, is an emotional decision.

Unfortunately, though, these hard times sometimes cause businesses to be overly aggressive in their selling. They try to sell at the expense of others - their competitors - rather than on their own merits. Don't do it. It doesn’t work. Take the high road. Consumers buy your services, they aren't "sold." Being too aggressive just turns people off.

I just received an email from a new business consultant whom I greatly respect, and he reminds us that selling is "very much like dating, where being interesting, thoughtful and entertaining will get one a lot further than being pushy."

Engage your consumer. Build trust. Show them you care. And, in the end, may you live happily ever after.