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Why Customers Buy



Why Customers Buy
   

Imagine you're faced with a major purchasing decision for your business. It could be new office furniture, or retaining a new accounting firm, or a new IT firm to manage your network.

You do all you can to make an informed purchase. But what do you really know about the product or service you're purchasing? Do you really understand the nuances?

Take the IT firm as an example. Did you screen and test their knowledge, read up on current IT trends, survey their current customers, give them a trial assignment? Or did you select the firm you liked the best?

The fact is, today, few of us have the time to dig too deeply on buying decisions. We do our best to make smart, informed choices. But in the end, we typically buy from people we like the most and identify with the best.

Think about some of the best sales people you know. They’re personable, likable individuals, the types that just seem to draw you in. They’ve got character, and many of them even are characters.

The same thinking can be applied to corporate brands. A brand is a claim of distinction, but it can also be considered a company’s personality. Whether it’s a product or service, we buy the brands we like the best, the ones whose personality best matches our own.

If you want to substantially grow your business, build a likeable brand.

BUILDING THE LIKEABLE BRAND.

First things first. Think about your A-level customers. They’re the ones that you love working with, the ones that really make your business hum. There’s a reason why they’re such great customers. They probably like the experience of working with you as much as you with them. Yours is a likeable brand. There’s tremendous value in understanding why.

If you can discover why your A-level customers appreciate the business relationship, you can position your brand to highlight the exact characteristics that similar-minded prospects would also value.

Then your brand becomes a beacon. But it doesn’t attract any customer. It only attracts A-level customers. After all, isn’t that what we’re after? A one-time customer may represent a few hundred or a few thousand dollars in revenue, but a repeat customer could represent exponentially more.

What are some things you can do today to make yours a more likeable brand? Think about it.



To learn more about this author, visit Ed Delia's Website.

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About the Author


Ed Delia
(Visit Ed's Website)
Ed Delia grew up in the dynamic world of marketing, and was named president of Delia Associates in 1998, assuming full control of the company his father founded in 1964. Under Ed’s direction, Delia Associates has directly contributed to the growth of a variety of clients. Ed is committed to the welfare of the local business community and donates a significant portion of his energies to the economic development of the region. He was a board member of the Hunterdon County YMCA, and acting PR/Marketing Committee Chair. He is also active with the Hunterdon County Polytech Academy. Ed is president of the New Jersey Chapter of the Entrepreneurs’ Organization (EO). He was a founding member of Hunterdon Young Professionals & Executives (HYPE) in addition to the Flemington Chapter of Business Networking International (BNI). He served as board member of the Somerset Business Education Partnership and the Hunterdon Economic Partnership (HEP). Delia graduated high school from the Lawrenceville School (Lawrenceville, NJ). He earned his BA in English from Dickinson College. Ed is a frequent speaker on branding, marketing, and creative thinking.
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