Familiarity Connects! Do your customers know you?

Familiarity Connects! Do your customers know you?

I love motor sports!

I love the technology, the precision, the art, the power, strategizing…you name it.

For the most part, I really love NASCAR and Indy Car racing. After all, they are Americanized, more local, broadcast more often…and when it comes to NASCAR, the driver’s names and the car brands were more recognizable to me.

Nothing against Formula 1. It’s awesome, high tech, global and exciting…but I just did not have a connection.

Over time, as a fan of racing, I would lightly pay attention to Formula 1. Very lightly. To date, I have never watched an F1 race. Simply, it was pretty foreign to me and while I had a glimmer of interest, it was just not enough to connect and engage.

That changed over Winter Break. With more time on my hands, I watched 2 seasons of a documentary of the Formula 1 Circuit. It highlighted drivers, race teams, and their toils, tribulations, wins, losses and what it took to win and overcome adversity.

Names like Lewis Hamilton, Niko Hulkenberg, Carlos Sainz, Max Verstappen and others.

I got to know them. I learned about them personally. Their personalities, their families, what they were like as drivers.

The more I watched, the more interested I became. I was conscious of this change. I watched it evolve. I was quite intrigued by my growing interest in F1.

And now, as the 2021 F1 season looms, I have plans on watching every race… “live” or recorded!

What does this have to with business?


Are your customers, or potential customers familiar with you? Or do they just kind of know about you?

How connected are they with your brand, your product, your people, your services…and most importantly…you?

Familiarity…Being Connected…Knowledge; they are critical, especially in today’s crowded, busy, fast paced marketplace. One can never assume customers know enough about our companies OR that enough customers know about us. It is a lifelong project, that takes constant energy, effort, adjusting and innovation. NEVER QUIT! Keep connecting, educating, informing…and opening your business to your community so their familiarity level with you is deep and personal!

  • Make it easy for people to do (and keep doing) business with you!
  • Look up… and surprise someone!

Spencer Rubin is a sales/marketing expert and a passionate advocate for the success of small, local business owners. To sign up for Spencer’s weekly Catalyst Newsletter. Contact 971-732-4745. “Don’t give up, don’t EVER give up” ~Coach Jim Valvano