So, does it matter?
Not everybody can be number one, and those who can’t often downplay the importance of what they cannot achieve. They say, “I don’t want to be the biggest. I just want to be the best.” Or they downplay it further by saying they just want do a good job or just have enough to make a good living.
JoAnn has told thousands of clients, “It doesn’t matter how many homes we’ve sold. It only matters that we sell yours.” She has done this even though we have been the market leaders for years. We’ve never put the claim in an ad. We don’t tell everyone we meet. But is it important to JoAnn? You bet. She knows that we are either number one with our clients or else we may as well close the doors.
Customers act on their first choices; if that choice is unavailable, an individual makes a new first choice. Customers work with their first choices 100 percent of the time.