The Secret Psychology of Colour in Business

What is the single thing that a customer values most?

By Federico Heitz, CEO


Why will a potential client choose you over someone else? Is it your intelligence? Is it your product knowledge? Is it your credentials or test scores? Probably not.

Clients will choose you because they trust you, like you, have confidence that you can get the job done. Most importantly, they will choose you, because they believe you have their best interests at heart.

People don't care how much you know until they know how much you care. Trust is the single most important element in influencing a sales process.

Probably, one of the best examples of this is Joe Girard, recognized by the Guinness Book of World Records as the seller of the most cars in a year (1,425 in 1973) In an interview with Harvard Business Review (Jul-Aug 2006 issue), he explained it clearly: “When you bought a car from me, you didn’t get just a car. You got me. I would break my back to service a customer; I’d rather service a customer than sell another car…….That’s what makes businesses big: word of mouth. If you create it, it’ll make you. If you don’t, it’ll break you.”

Of course the reverse situation is also true. The #1 reason a customer walks away from your company is because you lost your hunger and passion for delighting them. Arrogance kills companies.

I learned a lot from Joe, I don’t see my job as selling at all. I see it as helping my customers, not the other way around. So I believe and so I embed this culture in our company.

I know what will many sales professionals think when they read this, “yeah all that sounds very good, but I need my sales figures and my commissions ASAP…” Well I am a firm believer that if you do an outstanding job, the sales figures will come. I am a firm believer that great results come from a long-term focus of partnership with the customer and not opportunistic short-term results. Also keep in mind that you cannot win the game if you are only looking at the scoreboard….It’s your call…