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Saturday, May 28, 2005
Nice Guys Finish Last (if they ever finish at all)

Most people reading this might think I've lost my marbles. "Hey, Mark," you might say, "I thought you were the big Dale Carnegie 'How to Win Friends and Influence People' guy?" With that in mind how could we possibly ever conclude that nice guys (or gals) finish last? The fact is that 95% of all new business FAIL and never even make it through their first year and much of the reason is because they are just TOO NICE. They fail to reject anything or anybody. Thererfore they become important to NOBODY!

The third Rule of Attraction is to use strategic rejection to build attraction. Why rejection is so important? Because it builds strong relationships. What does rejection have to do with relationships? you might ask. When we reject someone, we gain control of the relationship. When we are in control WE can set the pace for value in the relationship. Let me explain this further by presenting the 10 Absolutes of Rejection. They are rather counter intuitive but if you think about them in the marketing or selling frame of reference I think you will begin to see what I'm talking about:

1. Conflict is good
2. The customer is NEVER right
3. NEVER make a promise
4. NEVER base new products or services on what you customer says they need
5. NEVER apologize
6. Negotiate EVERYTHING
7. NEVER give anything without getting something back
8. ALWAYS let the customer initiate communication
9. NEVER chase the customer
10. ALWAYS ask far more questions than you answer

Chances are your customer is not performing at 100% of their ability or capacity. If you focus on this part of the relationship rather than on your performance as the vendor, service provider or supplier than you take the spotlight off of yourself and place it on the customer. When we effectively apply this, we are actually acting in the best interest of the customer we will set ourselves apart and win a stronger relationship. Check out my Attract More Business program to see how to put this in practice for your business.


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