Why people will buy from you, Vs. much more established businesses…

“Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’ Not only will you succeed in sales, you will succeed in life.”

~ Mary Kay Ash

The people in your marketplace are absolutely starving for something that you can easily give them. It’s a little genuine recognition. That sounds simple enough, but don’t let that simplicity fool you. This is very important. We’re living in an age when we’re all busier than ever, and most of us feel unappreciated—especially when it comes to the companies that want our money. In this overcrowded, over-hyped marketplace, companies that make us feel special will always get our money first. It’s easiest to win people’s money when you win their hearts first.

So how do you win their hearts? You gain their trust and make them feel important. Pretend every lead you follow up with has a huge sign on his or her forehead flashing, “Make me feel important!” over and over. Try this just for fun; and then realize that your job as a marketer is to do just what the sign says. The people who give you money on a regular basis (or the prospects you want to chase after you) are crucial. Without them, you wouldn’t have a business. So your job is to make them feel as special as you possibly can.

Remember this: When it comes to spending money, people are extremely selfish. They think only about themselves and what you can do for them—and no wonder. These days, they’re inundated with so many different possibilities for how they can spend their money. This is why they’ll always give more money to the companies that make them feel special and appreciated. This simple idea works in business-to-business marketing and consumer marketing both, and it’s responsible for billions of dollars worth of annual sales.

Write down this question: “What can I do this month to make a small group of my best customers or clients feel special, valued, and appreciated?” Read it, reread it, and think about it. You don’t have to come up with an answer immediately; just write the question down and contemplate it, and let the answers start coming to you. Make this your focus, because the fastest, simplest, and easiest way to make extra profits in your business is to get your best customers to do more business with you.

Instead of putting all your resources into chasing after new clients, put 75% of your marketing dollars, time, and effort into the various ways you can make your best clients feel appreciated. You can do all kinds of things that they perceive are just for them, from limited sales to new product development to special events—and they’ll respond by giving you more of their money.

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