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 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.