This month, I wrote about “how can you build more trust and develop better relationships?” In this post I state, “an organization with people on the ground, that’s alert and has an eye for attention to detail can build more trust and develop better relationships than one than hits and runs.”
Well, when it comes to the B2B world, the keys to success might surprise you. The most highly productive B2B organizations, succeed in my opinion, because they understand the value of :
- Being Centered
When I printed my first book I worked very closely with BB at Office Depot for a couple of months printing and double checking the cover and other finishing touches. There are plenty of shops that can do book printing, plenty that claim they can do faster work and plenty that are even cooler than them. But there are very few individuals that manage to complete the work that BB does. She was on time, on budget and most important, she didn’t cause me to lose sleep.
Kevin Ridley, a financial planner I know at Advanced Concepts is the same way. Kevin doesn’t make unrealistic promises about financial returns, and he doesn’t get all excited at the latest gimmick. Instead, he’s honest with himself and his colleagues about the world he works in, and his clients always get exactly what they expect. Sure, this is the path of least resistance, especially when you want to grow (at first) because you can’t manipulate the people who are the most likely to jump ship. You can’t promise some shortcut that gets you the quick clients. But in the long run, I don’t know of any other way to market a service like his.
Here’s the hardest part to understand about this: if you’re very good (average) at what you do, you won’t grow. And the reason you won’t grow is because lots of people are good at what you do. No one is waiting around to refer people and send business to the very good. Sorry.
The only way to consistently grow in B2B is to be better than very good – you have to be remarkable. In fact, it’s to find something that organizations need and be the very best in the world at it. Hopefully, that thing is something that organizations in your world are excited, and eager to talk about among themselves. If it is, your business spreads and you win. There’s a line at your door for years to come.