SELLING IS THE ART OF SERVING OTHERS

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
usually 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 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 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."
Too often, we focus on marketing and talk about the "reach"
of our advertising or our market "penetration" and all of
that is fine. In order to serve others, you must first let
them know you exist.
But never confuse advertising and one-time sales with the
ultimate requirement that your business SERVE the customer.
In the end, your ads may be cute or memorable, but only
SERVICE really counts.