After interviewing hundreds of people for my latest book, I discovered that clients want four specific things that cost absolutely nothing to deliver. These four elements create what I call “emotional security”:
First, they want you to be thoughtful. Take a minute to hear their story and see things from their perspective. Don’t assume what they need just because you’ve been in business for ten years.
Second, they want you to be caring. Ask questions and find out why they want what they want. If someone wants hardwood floors, don’t try to sell them laminate because it’s easier for you.
Third, they want kindness. Go the extra step. Do the extra thing. Small gestures make enormous differences in how people perceive their relationship with you.
Fourth, they want empathy. They want you to sit on their side of the table and understand them and acknowledge them.
A perfect example of these four elements is Chick-fil-A. Chick-fil-A closes 52 days a year—every Sunday. They’re not open 24/7. Yet they produce more revenue per location than other fast-food operators in the U.S. How?
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“Please,” “thank you,” and “my pleasure.” That’s their way of treating people. It’s that simple—and that powerful. What’s yours?