Why do we do the things we do? With all the freedoms in this great society, we always revert to the tried and true. Ok, for the most part. Aw-righty then, let me get to the point already! Why do we patronize certain businesses and what makes an offer palatable to a particular individual? We all deal with this in our everyday lives. For now, I will reserve my commentary to business relationships. It usually boils down to two very important hurdles that must be overcome to elicit a positive response. The prospect is always asking: (1.) Tell me something I don’t know, and (2.) What’s in it for me? The second question often referred to as the WIIFM principle.
For long term sustainability, in any successful relationship, B2B, B2C or otherwise, these are two proverbial concerns that must be addressed. Are you telling them something new and are you addressing the WIIFM principle. Your task will be simple in the long term and your brand will resonate in their minds eye, and you will be able to capture their imagination if you provide sufficient value added benefits to mitigate these ever present universal concerns. Continue to re-invent yourself, and as a former mentor used to say, “..always stay 15 minutes ahead of the competition…” Now, go wow ‘em like crazy!
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