My son's nice little girlfriend is in Cosmotology School, eagerly working toward a career in...cosmotology. The other day she asked why I hadn't come to see her at the school -- especially since she would give me a "referral" haircut for half of their already very low price. After all, she said, "it's almost free, I do a great job, and I know you want to support me." I'm sure she's telling the truth. So, like George Clooney, I was in a tight spot.
Fact is, all logical reasons and supporting features aside, a guy named Ben cuts my hair. And I like him. This experience made me remember that, at the point of sale, choices are made based on preference. In this case, my preference is based on comfort, familiarity and trust. These things describe my relationship with Ben, and a good relationship with a service provider trumps all (unless something really bad changes it.) No doubt about it, in this case, I have a clear brand preference.
The little girl is a sweetie, and just as cute as she can be. But next week, I have an appointment with Ben. Hope my son understands.
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