I recently made a call to a particular business to place an order only to be told that they would need to call me back with an exact quote, their vendor was gone for the day. Satisfied with the response, I trusted the process would work. Three days later, with no return phone call, I purchased the product from a competitor simply because this businesses process failed me.
What I’m learning is that we most often buy people and processes over products and price.
Think about it. You decide to purchase a product or service, and with all things being equal, the factors that compel you to buy are most often either the person doing the selling or the person’s process.
A business owner recently told the story of getting quotes from four vendors before making a decision to purchase. This person wanted to buy from a particular vendor because they were a personal friend; however, there was a problem. This friend’s business had not given a quote and was taking an unusually long time to get back in touch.
On the other side, there were other less known vendors who had followed processes making them appear efficient and eager to do business. The competitor’s quote was in, and this business owner was struggling with what to do. Not wanting to give up on the personal friend, this business owner was at the point of being swayed by the competitor’s processes.
Think about your own buying experiences. Have you ever bought a product simply because you felt like you could trust the company since their people or their processes were efficient, timely, and as they promised?
Share your thoughts with us. We’d love to hear if you agree or disagree with this premise and why.