There are many ways to sell. You can lie to the customer,
you can persuade the customer, you can wear the customer
down. You can even trick them. But only briefly, and only
once.
We have all been the victim of high pressure sales tactics
at one time or another. We have all made a purchase that
disappointed us, and we all remember those times. We
remember, and we don't go back.
You cannot build a sustainable business simply on sales. Of
course, sales are important, but in the long run it is not
sales, but service that creates sustainable profits. If your
product SERVES the customer, they will return. If your goods
and services make the customer's life easier, richer,
better, more productive, healthier or happier, your fortune
is assured. Fail to serve, and in the long run you will
simply fail.
Many people have observed that your business, your fortune,
your reputation and ultimately your success are all based on
your ability to serve others. The more people you serve, and
the better you serve them, the more you make. "You can get
anything you want in life, by helping enough other people to
get what they want in life."
We often focus on marketing and talk about the "reach' of
our advertising or our market "penetration" and all of that
is good and right. In order to serve others, you must first
let them know you exist.
But never confuse marketing and advertising with the
ultimate requirement that your business SERVE the customer.
In the end, your ads may be cute or memorable, your
marketing may be impressive, but only SERVICE really counts.
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