Do you remember recommending that attorney? Or how about that family doctor? Or that mechanic at Leonard’s in Austin?
Before making your recommendation, did you do a complete evaluation and check with the bar association regarding how many cases the attorney won or lost? How about the doctor, did you do compare treatments versus other physicians. And for that mechanic at Leonard’s that you tell everyone about, did you check them out with other mechanics before making your recommendation?
Is it possible we make our recommendations for reasons other than qualifications?
In business we are always doing two things. We are doing what we would probably say is “what puts food on our table and clothes on the kids” —- we are doing what we trained for, our profession. But there is a second thing totally disconnected from what is produced but certainly related and it is this: we are making the customer feel a certain way about their experience, our company, and even themselves?
Ironically, the second thing often carries more weight than the first. “How did you make me feel?” remembers the customer more than anything.
If you believe that, then why do you spend so much of your time doing the wrong thing?
What if you focused on making it easier and enjoyable for your customer to do business with you? Would your customer “feel” differently about you?