HOW HARD SHOULD YOU WORK?

For years, there's been a drum-beat on the internet and
among coaches that we should "work less and make more." The
theory is that by being smarter and more efficient, we
should make more sales, and have more profit for every hour
we work.
I like the theory. I’m not sure it's that simple.
The reality is that those who work hardest often seem to
make the most money. Beyond that, it seems to me that the
world actually prefers LOW prices, and that Sam Walton
(founder of Walmart) did alright by lowering prices and
making a bit less on each individual sale.
Obviously, we all want to be efficient, and we all think
we’re just a bit smarter than the next competitor. We are
all looking for an edge, and I suspect that will never
change. But I also think there is an obvious edge we tend to
over-look.
Customers actually LIKE businesses that go the extra mile!
They PREFER companies that answer their phone. They do
business with people who give SUPERIOR service, and who seem
to care about customer satisfaction. Actually, I like
companies that refuse to merely satisfy me and seem
determined to AMAZE me! And all of that requires hard, hard
work.
Here's an old law of business: focus on the life-time value
of a fanatically loyal customer. Focus on the value of a
customer who sees him- or herself as your partner, rather
than as just a shopper. When your customers refuse to deal
with anyone but you, your fortune is assured. How hard
should you work? About that hard.