Chapter 13
Why It Matters
In today's market, you can't afford to let your competition be the one creating mini-bonds with your current and potential clients. Solid relationships will help you maintain and gain clients in good times and when times are tough.
It's all about putting yourself in a position to win. As much as you may think optimizing the first impression you project and your personal brand are superficial places to invest your time and financial resources, they can make or break you. It's the reality of human nature. You can either fight reality or you can make it work for you.
Understanding the difference between your ideal image and your actual image is the first step needed to ensure a profitable network. Even if you don't want to admit it, your competition, for the most part, delivers a quality product that is comparable to yours. You're probably thinking that's not true—you deliver a far superior product or service. That's good. That's what you should believe, but your average contact doesn't know that for sure.
To people looking for an accountant, every accountant is just another numbers person. An insurance broker is just another person who sells insurance. A banker is just another banker. You and I know differently, but remember that a person's perception is his or her reality.
People will use your competition for many reasons. Perhaps they feel a stronger connection with them than they do with you. This could be through no fault of your own. Your competitors ...
