Yes, the old addage that a customer buys “you” and not your product is true. But, it’s not why you think.

Customers don’t buy because of your witty sense of humor or because you’re fun to go to lunch with. They don’t buy because they like you and you’re popular with the team.

Yes, your customer buys “you” and not your product, but for different reasons.

Your customer buys from you because you bring a unique and creative way to solving problems. Your customer buys from you because they trust you understand what they are trying to accomplish. Your customer buys from you because you have a wealth of knowledge about the industry that helps them reach their goals. Your customer buys from you because, to them, you are an intricate piece of their success.

Yes, your customer buys “you” and not your product. But, it’s not for fun, camaraderie or the because they like you . . .

It’s because they need you.

Are you needed or are you just a good time?