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Define Customer

We’ve all had this feeling - of being carried away by the atmosphere surrounding a purchase. Somehow the smell of coffee in the air and the pitter-patter of hipster feet make a $2 cup of coffee appealing enough to lay down $5 for. The ambiance of the funky, trendy bookstore sells far more books than the price tag or the employees in the shop.

We’re all aware of the power of EXPERIENCE in sales. But how do we as the sellers, create that kind of magical experience for our customers?

To answer that, we have to look at a few definitions that allow us to burst through the wall that divides, “selling,” from “thrilling."

We need to redefine the ideas behind:





Once we’re speaking the same language, I have two dynamite tools to help you create an unforgettable experience for your customers.

The Cold Hard Truth About Your Customers

According to wiktionary.org, the word customer comes from from Medieval Latin custumarius , and means something like, “a toll-gatherer, tax-collector”.

Think of the customs department of any country ever. Think of long, shifting lines of sweaty, impatient people with throbbing feet waiting on their turn to interact with the customs official, complete their transaction and move on. Not a lot of warm fuzzy or connection there.

If that definition of a customer isn’t cold enough, etymonline.com has this to say: "a person with whom one has dealings” . . . In Shakespeare, the word also can mean "prostitute.”


To Sell is Human (That’s the name of a book, by the way.)

Before we take a look at the word, “client,” let’s take a quick look at the word, “sell.” It means, “make somebody take something and give me money for it,” right? Well not exactly.

According to etymonline.com, “sell,” comes from a few places:

Old English sellan: "to give, furnish, supply, lend; surrender, give up; deliver to; promise,"

Proto-Germanic: "offer up, deliver"

Old Norse: "to hand over, deliver, sell;"

Old Frisian: "to give, hand over, sell;"

Gothic: "to offer a sacrifice"

All from a root word meaning, “To grasp."

Where’s the money in that definition? For thousands of years, there actually WAS no connotation of money changing hands with the word, “sell.”

By this standard, every time you give value that someone else accepts - that’s a sale! Clicking on your notification that I posted in the group? Sale. Reading the graphic and deciding to look at what I wrote? Sale. Reading this far? Sale. You probably make a lot more sales per day than you think.If you don’t - we’ll talk about some fixes for that later.

Quick Gut Check:

The word sell in its original use has the connotation of OFFERING and ACCEPTANCE.

If selling feels like a desperate act of soul-surgery, chances are you are offering to someone who is trying to TAKE, rather than accept. Think of the last person who asked you, “can you go any lower on that price?"

If selling feels like you are chasing clients around with a baseball bat, chances are you are DEMANDING the acceptance, rather than offering. Think of how many times, “I’ll get back to you,” was code for, “No."

The distance between, “selling” to customers and, “thrilling” clients is actually proportional to the distance between hating sales and loving every aspect of your business. tomorrow we’ll take a close look at the last two words we’re redefining: Clients and Commission.

So here’s the two-part question of the day, I know some of you use the offer and accept model vs the traditional sales model of “selling” the customer through negotiating a price.

Which model do use?


Do you feel like your right-now revenue is equal to the value you’re putting into the world?

Define Commision

Tip Tuesday: Empathy