People prefer to do business with
people they like and people they know
As a primal instinct, we fear the
unknown and we assume that unknown things are risky
-
of course you prefer to deal with someone you know or
even recommended by someone you know/trust than to do business with a
completely new guy, even if the recommended one is a little more expensive to
deal with
Look at it from the business side, the more people who
know/like/trust/dealt successfully with you, the more business you will get
When you are being referred to by someone, you are not an unknown guy
anymore but part of the clan/friends/acquaintances. Work is too damn easy from
there as you don't need to build bridges of trust and the basis for the lifelong
relationship; the loyal customer comes to you on a golden plate. All you need
is to just do the simple job well
Referrals are golden; it is like a cheat or shortcut in a game
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