Bob Baker's The Buzz Factor

Why Be That Guy?

Being That Guy is advantageous to your business in several ways.

First, there’s the connection. Customers don’t buy products, they buy people they like and relate to FIRST. Then -- and only then -- do they buy products.

Next is trust. You see, customers no longer trust big companies due to the proliferation of corporate scandals and corruption. (Thanks Enron!) They want a face. A person. An individual they can confide in. So when it comes down to business, everyone trusts That Guy. Because he's a human, not a company.

Then there's credibility, an aura of expertise which is perceived by your customers based on your actions. Not your intentions, your actions. Because people only give you credit for what they see you do consistently.

That Guy also projects authenticity. This is a characteristic present in anyone who is That Guy because he keeps it real. He maintains congruency between what he believes, what he says, and what he does.

This is essential to business success not only because your customers are smarter than ever before, but also because they have better bullshit meters than ever before.

Lastly, there's confidence, the one emotion you want flowing through the mind and heart of every customer you serve. Because when you're That Guy, customers will be confident you're the best. Confident that you will serve them better than anyone. Confident that you're so incredibly unique, knowledgeable and valuable, that you become somebody who reminds them of nobody else.

And in the end, customers want to work with someone who is authentic, real and has passion for what he or she does.

In other words, people want to work with That Guy, not Some Guy.