Written By: Harry Beckwith, best-selling author of Selling the Invisible, What Clients Love, and The Invisible Touch, translated into 14 languages and featured on CNN, The Wall Street Journal, Business Week, Entrepreneur Magazine & Crain's New York Business.
I have interviewed hundreds of clients of personal service firms (insurance, mortgage, financial planners, CPA's, etc.) and asked this question, "Why do you continue to work with the person and the firm?"
You assume you know the answer. It's SKILL. People like to work with skilled people.
Judging from advertising, prospects must love skill. Time and again, ads and brochures stress the company's "commitment to excellence." Surely, clients seek the most skilled firms and retain them as long as they demonstrate their talent.
But they don't! That is not the reason most clients continue to work with services, nor is it the reason they continue to work with you. Skill is the MINIMUM requirement, and they assume many people can meet it.
Their answer is just one word...
Read More
