Contents:
Because of their proximity — in terms of geography, experiences, and DNA — people tended to have the same basic needs, the same aspirations or lack thereof , and the same measures of happiness and fulfillment. Not so today.
High-speed transportation and communication systems have changed the world. Even people who live next door to each other in suburban or rural areas tend to be highly diverse. The traditional family structure of two heterosexual parents with two kids has been replaced with a wide array of living arrangements and personal lifestyles: unmarried couples, single parents, gay partners with or without kids, empty nesters, and lots more. What commonality could there possibly be between the mindset of a widowed year-old mother of three teenagers, who has not worked outside the house for ten years or more, and the year-old lesbian executive who has just adopted a baby from China?
There is no one exactly like you or me.
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The only thing that does matter is that they get what they want, when they want it, in the way they want, and at the price they want. Everything else is noise. On the other hand, this approach also requires a much deeper knowledge of what the client truly wants.
Virtually all salespeople, marketers, and rainmakers talk about delighting the customer and exceeding customer expectations. Win-win scenarios in life and business are relatively rare, and thus should be aggressively pursued and relished. Which, of course, is a Golden Rule onto itself. Returning phone calls immediately. Treating all shared information—whether personal or professional—as confidential. Remembering names and using them at the beginning and end of all meetings and conversations. Not overusing names in a feeble effort to inspire rapport. Roe Sweat Like a Pig.
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