It’s the people, stupid.
Clients will always say it was the “thinking” or the “cost” or the “creative” that determined the choice of who gets the order because they feel like they need to make their selection based on “professional” measures. The reality is that they decide based on the people….

“I like them and trust them to do the job.” That’s why you always need to be the best to your current clients and future prospects. No exceptions. Sell new ideas to your clients. Share intelligence with your prospects. Let’s remember the most important way to a clients or prospects heart is to share things that will make their work lives easier or make them look better at their job. The more you learn about what keeps them up at night, the more you will be spot on with what you deliver to help them.

~ Jon Sloan