|
|
Like this article? PLEASE +1 it! |  |
|
What Counts Most
Written by: Donald F. PooleyArticle Overview: You'd think investors would rate superior performance as the most important factor in choosing an investment dealer.
 |
Free Download - Banks Cant Sell By Donald F. Pooley |
What Counts Most
You'd think investors would rate superior performance as the most important factor in choosing an investment dealer.
But you'd be wrong.
When Goldman Sachs asked their clients to rate the reasons for choosing them, return on investment was consistently below trust and similar issues.
In one survey, clients ranked track record only 9th in a list of 17 attributes. "A sincere desire for a long-term relationship" ranked higher.
David Ogilvy, the advertising genius, observed that sellers are wrong to emphasize superiority. You can accomplish just as much by convincing a prospect that your service is good.
Think about it. How good does a tradesman have to be when you are looking for a plumber, say, or a gardener? And how much more would you pay for the very best? For that matter how do you determine that a firm is "the very best"?
When asked "What is the main reason you continue to deal with this firm?" the most common answer clients give is "I just feel comfortable with them."
So, as Harry Beckwith says in "Selling the Invisible" (from which most of this is gleaned), "Prospects do not buy how good you are at what you do. They buy how good you are AT WHO YOU ARE."
Climate Counts: Businesses Combating Climate Change
Direct Marketing Toolbox
Developing Successful Habits
How Keywords Selection Can Literally Make Or Break Your Online Business
Beyond Belief
Article Tags:
|
About the Author: Donald F. Pooley RSS for Donald's articles - Visit Donald's website  Click here to visit Donald's website   Why I Cant Answer Your Email How You Want to Build Your Practice How I Acquire Clients Take time Generating Referrals From Clients |
Related Forum Posts
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
by: 
MLM Businesses: What Is The Deciding Factor In Your Success In MLM
The Office Bully
Important "Lessons Learned” For Leaders, According To Your Strategic Thinking Business Coach
Direct Sales Business Pursuit of Abundance
Never Give Up! The Power of Determination 
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Remind Me...
Multilevel Marketing: 4 Tips To MLM Success
Let's Skip the Offshore Horror Stories
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.