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Being the Best vs. Being Consistently Chosen

Do you have the best service, product, or skills in your area, yet for some reason you still are not getting the results you know you deserve? Hey! I thought if you were the best, you were supposed to eventually win. Let’s address the reality of why your products, services, or leadership styles–or those of your competitors–are selected.

Think of the top-selling hamburgers in the world. Are they the best hamburgers? No! So why are they chosen? Because there is more to success than being the best! Is that special sauce really special? No! It’s actually pretty gross! I’m not trying to criticize the fast food industry; it has combined two of the most desired things on the planet: Fast and Food.

The point is, success is more than being really good at what you do, it’s about being consistently chosen to do it. We like fast food because it meets a specific need. Some people under certain circumstances will trade quality for speed and if you can put a little special sauce on it even better.

Here’s an idea I’d like you to consider: There is no such thing as The Best! If the world agreed on what’s best, everybody would choose the best and nothing else would even be considered. Decision-making doesn’t work that way! People don’t necessarily choose what’s best… they choose what they are the most comfortable with whether it’s the best or not.

People will choose what they feel is the best. That’s right, I used the F word: Feel! People will buy into anything that they feel will serve them best. In business, that means people. People don’t buy or rent from companies or hire and promote a discrete skill set. People buy or rent from people and they hire and promote people. So what is it that everybody really wants?

Interviews off the record with top performing, business owners, managers, and sales people show something very different from just best practices.

Best practices tend to focus on the method, the tactics, and the knowledge. I want to make it very clear that we should be as good as we possibly can at what we do and get all the skills training we can get our hands on. It’s just that skill and knowledge are not enough in today’s world. Being sharp and good at what you do is just the price of admission. If someone is going to rent a chocolate fountain and a cement mixer (hopefully not for the same event) they expect you to be knowledgeable and the equipment to work.

The consistently chosen focus on the mindset, the approach, and the agenda we all have in common. Everybody wants the same three things: Love, Money, and Prestige. They want to be cared about, have some security and get credit for their efforts. So you have to ask yourself three questions:

  1. Love
    How detectable is my care and concern in a business transaction?
  2. Money/value
    Do I have multiple solutions for a single problem?
  3. Prestige
    Will they look good to others by doing business with me?

I wish I could tell you that our research of thousands of top performers showed that the most skilled and knowledgeable were consistently the most successful. It did not indicate that at all.

The research showed that people make choices based on what they feel is best for them. It may not be the lowest price, the latest model, or the ideal career; but for some reason, they are sticking with it no matter what!

Garrison Wynn is a nationally known keynote speaker, author, and consultant. He is the CEO and founder of Wynn Solutions, specializing in how people and organizations can be more influential.

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