We’ve briefly explored the first two “Elements of Value” within The Law of Value from John David Mann’s and my book, The Go-Giver. They are “Excellence” and “Consistency.”
The third Element of Value is “Attention.”
To paraphrase business icon Harvey Mackay, “The one who ‘sweats the small stuff’ is the one who earns the sale.”
And while this certainly includes attention to the details of one’s prospective customer or client’s business, it’s actually about much more than just that.
Key Point: The “attention” Mr. Mackay is referring to is about that person — as a person — not just as a prospect.
Despite the fact that Mr. Mackay’s company manufactured and sold envelopes (a commodity difficult to distinguish from one’s competitors), the attention to detail his salespeople placed upon their prospects and customers personally (see his famous “The Mackay 66 Customer Profile”) positioned them way above their competition.
In other words, while their product may have been a commodity…his salespeople were not. They were *valued resources* in the minds of those with whom they would do business.
Thus, they never sold at a low price but rather at a high value, resulting in high and profitable margins. And they had very grateful customers who knew they were valued and would be well taken care of.
And that was in large part due to the “attention” they placed on others as human beings, not just potential sales.
Exercise: Go through “The Mackay 66 Customer Profile” and see how you might personalize it in order to create those fantastic, value-based relationships among your unique customer base.
