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Ten Commandments of Doing Business

1. Know your customers

Don't bore people, talk down to them or lose them by assuming that they know what you know.

2. Wear your client's shoes

Insist that everybody in your company, both staff and management experience how it is to do business with your company as often as possible. Make doing business with you as easy as possible.

3. Tell stories, don’t lecture

Use good story telling techniques to promote your products and services.

4. Create a “come to me”

Lead clients from one area to another by creating calls to action, visual magnets and reward them for making the journey.

5. Communicate, communicate, communicate!

Make good use of verbal and non-verbal ways of communication - color, shape, form, texture. Learn about how people “see” and “hear” your message.

6. Avoid information overload

Resist the temptation to tell too much, to have too many objectives. Don't force people to swallow more than they can digest, try to stimulate and provide guidance to those who want more. How do you eat an elephant? One bit at the time.

7. Tell one story at a time

If you have a lot of information, divide it into distinct, logical, organized stories. People can absorb and retain information more clearly if the path to the next concept is clear and logical.

8. Avoid contradictions

Clear company identity (brand) gives you the competitive edge. The public needs to know who you are and what differentiates you from other companies they may have done business with in the past.

9. For every ounce of treatment, provide a ton of fun

How do you woo people to buy from you or to contract with you? Give people plenty of opportunity to enjoy themselves by emphasizing ways that let people participate in the experience and by making your environment rich, appealing to all senses and fun.

10. Keep it up

Never underestimate the importance of cleanliness and professional appearance wherever you are interfacing live with your customers. People expect to have a great experience every time. They will comment more on broken and dirty stuff.


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