For many years now there has been a near total –no, let me correct that – total focus on the customer. Customer Relationship Management (CRM) systems, contact managers, Rolodex’s (yep, they’re still around), notes on business cards and notepads, etc. are all designed to help facilitate a better focus on the customer and prospect. You know, the things that you want to remember about them, like where they like to vacation, what colleges their kids go to, what their hobbies are and who-or-what are they fans of. Why does that make a difference, and what good is it anyway when it comes to selling your product and/or service?

What’s “Sold” First?

You’ve got something to offer, great. It’s got value to the right people to help them solve their needs. But you’re not the only one that does. So what is your most important first step? It isn’t what you’ve got to sell in the way of your product or service. It isn’t your better price, and it isn’t your better service, as important as those may be. You’ve definitely got to differentiate yourself from your competitor’s, that’s for sure. So what is the most unique thing that you have in your arsenal to separate yourself and gain a competitive edge? The answer, irrefutably, needs to be you – you the person!

What The Prospective Customer Needs First

We’ve all heard the saying that “people do business with people they like” and so you’ve got to learn to differentiate yourself first by being liked, and liked more than their other options to do so by your competitors. Your initial effort then needs to focus on them getting to know you. We’re not talking about (necessarily, although in certain instances it could help) how many similar companies you’ve sold to in their industry, or how long you’ve been in the industry. It might not even depend on what references you have to offer them as you’ve got to assume that your competitors have the same arsenal of references themselves. First of all, those are all business-oriented. You need to first preempt those credentials with personal-oriented differentiators that help them to get to know you the person, and in doing so provide a sense of your authenticity.

 Depending on your target market, and what you know to be pertinent to them, what qualifications and/or credentials do you have as a person? Maybe it’s that you know enough about the person you are first meeting with that they were born in a certain part of the state or country, which may be known for certain principles, for example. The upper Midwest, for example, is known for its WASP work ethic, and a strong blue-collar one at that. Letting them know you were raised in similar beliefs and how that has played itself out in your career may be a good beginning point. The point is, it invites a personal discussion between two people of similar viewpoints and experiences before it invites a discussion between two potential business people.

To reiterate: people do business with people they like. Never has it been written as far as we know that people first do business with businesses that they like. Who you are, and what you are, can be your most powerful competitive edge.

About Mike Muhney

Mike Muhney is the Co-Inventor of ACT!, and is a recognized expert in the domain of Relationships and Reputations having pioneered the entire Relationship Management and CRM global industry. Today Mike is a Keynote Professional Speaker sharing principle-based insights and inspiration helping people and businesses to achieve greater and stronger relevant relationships from which all livelihoods and success depends. Using his S.T.A.R. program he helps people and businesses understand how to achieve not only excellent but elite relationship connections and elevate their reputations that drive referrals and sustained customer loyalty.  Visit www.MikeMuhney.com for further information. Mike can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..