I don't like that guy

How decisions are made

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This weeks sponsor: Instantly.

I’ve been doing cold email marketing for almost 10 years. I've used almost every popular cold-emailing tool available - Instantly is hands down my favorite of them all. We are using it for almost all of our clients at Growth Union. Check them out today.

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I’ve been watching a lot of old clips of MadMen recently on my phone as I wait for my 16 month old to fall 100% asleep before I can sneak out of the room.

There is a great scene where Roger yells at Pete after he almost loses one of their big accounts: “"Half the time this business comes down to "I don't like that guy"!”

A line that applies to most of life.

It got me thinking of how true that is in my experience - as a team member, as a manager, on sales calls for my agency. But also true for a company and brand.

So how do you get someone to like your company or brand? Especially in SaaS.

It comes down to the small interactions and touchpoints they have with your brand. Here are five easy ways I have found work incredibly well to make your brand more likeable:

1. Executive Reach Out to Open Opportunities

Having an executive take the time to reach out personally to potential clients or current leads can create a significant impact. It shows that the company values each opportunity and is willing to invest time and effort at the highest level. This personal touch can break down barriers and foster a sense of importance and trust.

2. Surprise with a Starbucks Gift Card on the Morning of a Demo

Imagine starting your day with a meeting and a free coffee from your favorite café. Sending a Starbucks gift card to a client or prospect on the morning of a demo sets a positive tone for the interaction. It’s a small gesture that shows thoughtfulness and consideration, making the recipient feel appreciated even before the demo starts. It also helps show rates, as it is a lot harder to ghost a demo when the sales person extends this gesture.

3. Send a Welcome Kit When They Sign Up – Could Be Swag or a Small Gift

First impressions matter. When a new customer signs up, sending a welcome kit with branded swag or a small, thoughtful gift can make them feel like they've made the right choice. It’s not just about the items in the kit but the message it sends. This gesture can turn a transactional relationship into a personal connection. Whether it’s a sleek notebook, a t-shirt, or even a quirky mug, these items serve as constant, positive reminders of your brand.

4. Provide a Stellar Support Experience

This one is easier said than done. Support interactions are critical moments that can make or break a relationship with your brand. Providing prompt, empathetic, and effective support shows customers that you care about their experience beyond the sale. It’s about being there when they need you the most, resolving issues efficiently, and going the extra mile to ensure satisfaction. A great support experience can turn a frustrated customer into a loyal advocate.

5. Be Honest in Your Marketing & Sales Process

Transparency is crucial in building trust. Being honest and upfront in your marketing efforts sets realistic expectations and builds credibility. When customers feel they can trust your brand to deliver on its promises without hidden agendas, they’re more likely to engage with and remain loyal to you. Authenticity in marketing can differentiate you from competitors who usually overpromise and underdeliver.

Thanks for reading.

Adam

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This weeks sponsor: Instantly.

I’ve been doing cold email marketing for almost 10 years. I've used almost every popular cold-emailing tool available - Instantly is hands down my favorite of them all. We are using it for almost all of our clients at Growth Union. Check them out today.

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