In our last issue of Why Customers Buy, we discussed how doing things differently than your competition could be the most reliable path to success for your brand. Today, we are going to discuss in more detail why this works and what you can do to implement these surprising ideas that don’t make sense to encourage the success of your brand.

It seems logical to do what everyone else is doing successfully when you get into business. It makes no sense at all to do it differently, does it? It won’t be good for your career, your team, or your bottom line.

So why is it that doing something different does create such success for specific brands?

The world is somewhat depressing at the moment, but every cloud has a silver lining. On a recent podcast, we discussed how the silver lining about the pandemic is that we are already used to behaving differently as customers. When people come out of the pandemic, it presents a unique opportunity to reinforce some behaviors that you would like to change. In today’s issue, we are going to talk about changing people’s habits.

Influence and persuasion are critical skills for salespeople. However, they are also crucial for fostering customer-driven growth in your organization. In this issue of Why Customers Buy, we are going to discuss the six fundamental principles of how to influence people, and you might be surprised by what you discover.

Do you love your cable company? 

If you do, you are in the minority. People almost universally align on their distaste for their cable company. However, we do love complaining about them, or at least I know I do. Cable companies are an excellent example of what NOT to do with your experience to promote customer-driven growth.

We here at Beyond Philosophy want to start by saying we hope you and your family are safe. These times are unprecedented, and no one is sure what to expect. We feel it, and we know you are feeling it, too. We are, as they say, in this together.

We discussed how these times affect our behavior on a recent podcast, and not just as customers. Some of the human behavior in this crisis is wonderfully uplifting and inspiring, and some of it is jaw-droppingly bad. Moreover, this pandemic presents a unique opportunity to learn more about human behavior and the psychology of a crisis.