Why Do Clients Choose Who They Choose?

Credit: Bill Gillespie

Years ago, I competed with a company that would later become my employer. We bumped into each other all over town. Our respective companies were perfect for the audience we wanted.

I’m proud to say that I held the advantage over this guy. He was better equipped and had been at it much longer. But anywhere he and I were head-to-head I held serve. I sold more than him to every target we shared. It’s important to note that he was the company owner.

One day he took my best client to lunch. He grilled our mutual customer on his choice. He just couldn’t accept that I wrote more business than he did.

Our client said, “they take work off of their presses to put mine on. They put me first every time.” My competitor responded, “they have to. They don’t have as many presses as I do. I’m set up better than they are.” The client was unmoved.

I love this exchange. It demonstrates something I say often. My competitor failed to understand what our client was saying. He missed hearing “why clients choose who they choose.”

Our client wasn’t worried about getting his stuff printed. He knew either of us would do whatever was necessary. His printing was going to get done.

What the client valued was commitment. He could see how much he mattered to us. We were willing to do whatever it took, even if it was difficult, to make sure he didn’t fail. If a painful choice had to be made, we would make it on his behalf. That’s why he hired us.

Years later I went to work for that very competitor. It was one of my best assignments. They had every machine, technology and gadget that existed at the time. It was the coolest plant in Atlanta and a great company to represent.

A few weeks into my assignment I found myself in a tense conversation with the owner. He was agitated that a prospect wasn’t choosing us. He ran through our list of credentials and equipment. He provided textbook examples of why we were the best choice.

I responded, “Benny (not his real name), customers don’t buy on value. They buy on emotion. We know that’s true. If they bought on value, you’d have their business.”

He wanted to argue. After all, he was still mad. My “you’d have their business” phrase disarmed him. That gave me a chance to do some selling of my own.

As he stood silent, I said, “we need to think about who they buy from. Why are they, his choice? What do they do or what does their rep do that we’re missing? If we can figure that out, we’ll know how to compete.”

If you follow me, you’ve likely seen my piece that asks, “Why Do Brokers Exist?” If you feel like scrolling you can find it in the PI archives. It tackles this very question. Why do clients place business with companies that don’t own presses?

The answer is that equipment doesn’t matter. Other stuff matters. That’s why I had the business rather than the big dude in Atlanta. Clients don’t buy because of machines.

Look at your target list. Who do they buy from now? Why? What do they deliver beyond specs? That answer is your key to winning their work. It’s the part missing from your pitch.

It might not look like a one size fits all answer but it is. Clients buy from the source that makes them feel comfortable. Confidence that who they hire will leverage every company asset to succeed is what winds the watch. Comfort matters more than capacity. Empathy matters more than equipment. Promises matter more than price.

You, personally, matter most!

The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions.