I just spoke with a client who has suffered a loss . . . of confidence and credibility in a vendor. Who, by the way, is also a client.

As a business advisor, clients often ask for a referral to another vendor.

For whatever reason, the vendor I introduced to my client, when asked a question, gave an incorrect answer.

Unfortunately, the vendor didn't say, "I don't know". As a result, the prospect now thinks this vendor is someone who can't be trusted.

And, by association, I've been dragged into question for having made the referral to someone who would say 'anything' vs. "I don't know".

There's been a serious loss of credibility. For everyone. It could've been avoided. If someone had the guts to admit they don't know something.

The lesson:
Pride goes before the fall . . . from grace. Learn to embrace your limitations. Acknowledge your ignorance. It will build your credibility and . . . your revenues, too!

I recently had the joy (I'm not kidding!) of spending time with a young mom and her 3 year old daughter. Mom was a prospective client. The daughter was not.

During our meeting, the little girl was as inquisitive as little kinds are want to be. She was constantly asking, "Why?".

"Why did you wear THAT dress today, Momma?"
"Why are we in THIS restaurant, Momma?"
"why are we meeting THIS man, Momma?"

You get the idea. Non-stop questions. All to find MEANING. All to help her MAKE SENSE of the choices her mother had made.

Prospects are a lot like that, too. They want to understand 'WHY' they should do things -- including doing business with you!

Are you giving them a clear, coherent and compelling message as an answer?

Is that 'answer' reflected in EVERY touch-point a prospective client might have with you and your business -- and remember, often times what you DO (behavior) speaks so loudly a prospect isn't listening what you SAY (rhetoric) in your pretty marketing materials.

If not, it's time to think about how you can. And then, DO something about it.

Just a thought . . . to help you stand-out from the crowd so no one has to ask, "Why you?". They'll know. And you'll both be better for it.

Today was a telling day.

Two lessons.

First, "Being There Really IS Important!"

Second, "Keeping In Touch Really IS Important"

Allow me to explain.

Last fall we had our home stained. As part of the work, we had a lot of our trim replaced. But, not all of it. In fact, not even most of it.

We told the contractor, "Let's do the rest in the spring". He agreed.

Well, it's now summer. Spring came. Spring went. We never heard from the contractor.

Enter a new contact who is, of course, a contractor.

"Can you do trim?", I asked. "Of course!". "Good. Call my wife and let's get this project underway."

I am disappointed. The first contractor had a 'signed check' waiting to be picked up. Why he didn't FOLLOW-UP, I don't know.

Bottom line: Failing to follow-up was costly.

Lesson: Keep your promises. Especially your 'promise' to keep-in-touch and stay-in-mind. Past clients are already sold on you. Don't blow a good thing. And if you need help, get a client cultivation system in place to make sure you do.

I just watched a commercial.

For a product called Orajel. It's a topical anaesthetic for your teeth.

What struck me was the sheer brilliance of the 'on-the-mark' message it focused on and didn't stray from . . . "Put it on and the pain goes away".

David Olgivy, the legendary advertising man, once said, "What's written on the back of the creative brief should be what you say or show to your reader or listener".

Orajel's copywriters understood -- and practiced this same truth.

"Put it on and your pain is gone". Brilliant. Simply brilliant.

Take a lesson here . . . find THE essence of the 'beneficial difference' you create in your client's life . . . and state it succinctly and simply.

There's power in simplicity that focuses on your beneficial difference.