WHAT'S IN IT FOR THEM?

"It is not from the benevolence of the butcher, the brewer, or the baker that we expect our dinner, but from their regard to their own interest."

Adam Smith, 18th century English economic philosopher

Any deal that overly favors one at the expense of the other is destined to fail.

Win win. 

WANT TO DELIVER SATISFACTION?

"I am easily satisfied with the very best."

Winston Churchill (1874-1965) British politician.

We can always argue about what is and isn't the "very best" but the message here is, set out to deliver whatever that is for whatever you do.

Do that and you'll more often than not produce your very best possible.

THE SALESPERSON'S CREED

"Buying is a profound pleasure."

Simone de Beauvoir

20th century French novelist/essayist

After completing a sale, hearing this from the buyer should be the goal of everyone who calls themselves a salesperson.  

By the way, everyone is a salesperson for something.

Everyone!

I Will Make You Happy!

"Buying is a profound pleasure."

Simone de Beauvoir

20th century French novelist

This should be the foundation of every salesperson's approach to their occupation.

Do I Look Like I Care?

"One must not attempt to justify them, but rather to sense their nature simply and clearly."

Albert Einstein

19th/20th century German/Swiss /US scientist

The second worst mistake a marketer can make is believing they must justify the needs and wants of their customers rather than simply accept them.

The worst mistake?

Not caring.

You'd Better Listen!

"A riot is the language of the unheard."

Martin Luther King, Jr.

20th century American civil rights leader

We intuitively understand this when we see unrest such as that occurring in Syria and Greece, but what about in your business?

Your customers could complain but more likely their "riot" will simply be buying from someone else.

Are you listening?

Helping You Helps Me

"Don't tell your complaint to one who has no pity."

Irish proverb

If your business results in customer complaints, is your goal to deal with them because you must, or do you wish to resolve issues to the satisfaction of those who complain?

Your answer defines what could be called your "pity", which at the same time could also be called your own "self-interest".

If the former, don't be surprised if you have fewer and fewer complaints, the result of having fewer and fewer customers.

I Will Do (ANYTHING?) For You!

"A business absolutely devoted to service will have only one worry about profits. They will be embarrassingly large."

Henry Ford

Although put a bit awkwardly, this sentiment reads like an inspirational wall plaque.

Do everything 100% customer centric, no matter the cost, and you will make a lot of money.

If so, why don't more businesses, including Ford Motor Company, do this?

Technology: It's Not About Your Hammer

"Web users aren't reasonable. They don't need to be, since your competitor's site is just a click away. They won't read your fine-spun copy. They'll ignore your witty turns-of-phrases. They scan for what they're looking for and click on the first promising link they find. If they don't find anything promising... they're gone! Copywriting for the Web is all about getting to the point."

Author Unknown

Contributed by Russ Bombardieri
Senior Interactive Designer/Frontend Engineer, Crutchfield.com

Consumers don't care about the carpenter's cool hammer, the dentist brand new x-ray machine, or, as this quote reminds Russ, the copywriter's ability to "wordsmith."

They want what they want and it's our job to give it to them and if we don't, they will buy from whomever does. The tools we use to make that go our way are the means to the end, nothing more.

What's your focus?