People Buy from People they Like. These slides will lay out the 5 beliefs that make it easier to appreciate, respect and like customers.

1. PEOPLE BUY
FROM PEOPLE
THEY LIKE
By Tom Walker

2. People buy from people they like.
This is true in both business-to-business and business-to-consumer
sales.
If you want your customers to like you,
you have to like them first.

3. Customers buy things.
Their dollars become your revenue.
Their problems help shade your solutions.
They are the only reason
your company exists.

4. Customers know things
that you don’t know.

5. Your customers are knee-deep in the
industry you want to serve. They have
RELATIONSHIPS and CONTACTS.
THEY HAVE AN INSIDER’S VIEWPOINT
OF HOW THINGS WORK.

6. CUSTOMERS
start out every day
wanting to do
they can.
THE BEST JOB

7. customers you.are just like
In this respect,

8. and head out the door or to their computer,
intending to be the best they can be.
Very few humans in our experience
start the day intending to make a lot of
mistakes or do a bad job.
have their coffee or tea,They get up,

9. Some customers are FASTER, SMARTER,
and MORE COMPETENT than others.
These folks may be your early adopters.
They also may be more challenging.
When you’re dealing with customers that aren’t
quite so quick or competent, it’s your opportunity to
help them succeed.
{ {

10. Customers are human beings.
They have good days
and bad
days.

11. Customers have budgets and
pressures that they have to meet.
Sometimes their well-intended
decisions get reversed, and sometimes
they do make mistakes.
Anticipate that these events will occur
and do some scenario planning to
protect your own objectives.

12. Working with people you
like can help build your
brand—and enduring
relationships with huge
and diverse audiences.
There’s a lesson for
every startup in that.