As I've got older, I've found that when I buy something big, I look for something more than just the “what's in it for me” factor. 

That's especially true when I buy education or training about something I'm going to be doing myself. 

It has to “feel” right. 

Sometimes I might buy something purely to learn a technique or skill, but much more often than not I'll buy from someone I feel a connection with.

That connection might be that I like their personality or approach to life. Or I admire their ethics. Or they champion a cause I believe in too (like small business vs big business).

Often I find myself drawn to people who do things in a similar way to me. Who aren't natural salespeople and don't try to “optimise everything to the hilt” to drag every last penny out of their customer. I like to buy from people who seem to genuinely care about their clients succeeding and who'll forgo that bit of extra profit to make sure they do.

And, of course, that whole thing works in reverse too. Our clients are making the same assessments and judgements about us.

They're looking for people they can make a connection with. Who stand for something other than just making a profit.

Do you fit the bill?

I'm not suggesting you pretend to champion a cause just to get more sales. Or that you put on some kind of false personality in your marketing so that more people like you (they'll see through it, to be honest). 

What I'm suggesting is that we all have causes we support. We all have a particular style of doing things. We all have a personality.

Don't hide it.

Of course, you have to “have the goods”. You need to be able to deliver great results for your clients. But there are plenty of people who can do that.

Your personality, the way you do things, your beliefs. They can be the edge you need to win.