Making Your First Million.pdf - Association of Net Entrepreneurs and ...

Making Your First Million
What does your customer want? I can tell you what she doesn't want. She doesn't want to
buy the goods and services you've so artfully displayed. That's what you want. She
doesn't want that at all. What do I want when I go shopping for goods or services? I want
to feel good. I want to go somewhere that's more attractive than what I have at home and
feel envious enough to want to do something about it.
But there's an even more basic reason why I choose to go to one retailer in preference to
another: The need for recognition. We live in a harsh society where fear of neighbor has
destroyed the sense of community. Everywhere you go it's big and impersonal. You could
spend your whole life with nothing but shopping malls, fast food and TV. Loss of
community results in loss of identity. We each need to be recognised, accepted, needed,
wanted and loved and if we don't get it we shrivel and die. I like to feel welcome. I like to
feel I belong and that people would miss me if I weren't there. I like to be treated so well
that I would be embarrassed to go elsewhere. Let's finish the hotel story.
I didn't go to the hotel in the Western Suburbs. I went to my favorite hotel in the centre of
Sydney, the place I call my Sydney home:
"Good morning Mr Parry. Are you staying with us today?" (Recognition. He knows my
name.)
"Yes, thanks Pasquale. (I knew his name because he has a name badge and I'd spoken
with him many times before. If you want to dramatically increase your sales, give your
staff prominent name badges.) I'll need the car. We're going to my niece's wedding after
lunch."
"I'll look after it for you sir. Leave your bags here and I'll see they get to your room.
Enjoy your stay." (I'm feeling good. I like these people) The doors swing open: "Good
morning Sir, Madam." (More stroking.) We front the reception desk which is busy.
Magically another member of staff comes from the office and takes over. In fourteen
years we've never had to wait or queue to check in or out.
After lunch we walk to the foyer, Pasquale sees us, comes over to us, escorts us to the car
which has magically been washed and wishes us a nice wedding reception. Who wouldn't
go back? Over the years we've had flat tires changed, left luggage personally delivered to
our farm near Cessnock, thank you letters, invitations to openings etc. I'd be too
embarrassed to go elsewhere.
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