Hope or Fear?

I was having a conversation with my friend, Don Kardux, about the reasons prospects might choose him to help them be more successful. Don owns Business Navigators, a long time, very successful, business consulting company. Don is not your usual stuffy type of consultant, in fact, he couldn't be any farther away from the word stuffy. He also uses a system he developed called Reverse Flow, where business owners listen to what their employees think are the best ways to "makes things better."

Don told me that he thinks business owners choose him because he represents hope. Now, I do think that might be part of the reason, but I do think underlying the hope is a big dose of FEAR!

Don is an expert in the Heating, Cooling and Ventilation industry segment and many of those businesses are family-owned. So here's my theory.

If the first generation is still at the helm, he's afraid that the business won't survive for the next generation.

If the second generation is now in charge, he's (or she's) afraid that he or she will take the business down and then what will everyone think???

Yes, Don does provide hope with his system, but really, fear is what fuels the decision to work with Business Navigators. At least that's my theory and I'm stickin' to it.

Part of a functioning word-of-mouth marketing plan is knowing what it is that makes your prospects choose you. Do you know what it is?

Are you sure?