Chris Collins argues that treating prospects like friends rather than transactions is what sets you apart. When interactions stay impersonal and transactional, customers only compare price and speed. The frame you set at first contact determines whether they see you as a commodity or someone worth choosing.
And so the thing to focus on more than anything is the trust and the frame of being a friend and being a pattern interrupt, being different than anybody else they've ever interacted with. And so that is established at the very first contact. So if a customer comes in and they got to go find you, and then you're on the phone and you're indifferent, or. Or the first thing you say to them is, you know, do you have an appointment? And all you do is talk about the car. And there's nothing personal in the interaction. Then you pretty much now are in the frame of who can do it cheaper and faster, because you're just a commodity. There's no personal relationship involved. Right. And so.
Understanding what frame you're in is probably the most important part. And then, you know, treating them like a friend or a family member.
