You can always benefit from seeing your business from your clients’ point of view rather than your own. In fact, when you think about it, your company is not what you perceive it to be at all. Your company is only what your customers see. If your customers see your company as a self-serving enterprise that has a my-way-or-the-highway attitude, then your company will be seen as putting them last, and they will go elsewhere. If your customers see your company as putting Clients First, then those customers will be loyal and bring their friends.
As we were growing our business, and shortly after that moment when we committed to putting Clients First, I sat down to create a flyer. I needed a tagline, so I thought about our potential sellers and what they wanted. Yes, they wanted to find a good agent, and I could write something about how good our service was. Yes, they wanted top dollar (who doesn’t?), and I could say something about how much harder we work and how aggressively we would negotiate for them. But in the end, I realized that all they wanted was to sell their property. They didn’t really care who did it for them, and they would be the ones to ultimately say yes or no to the amount offered. What they wanted was the result, and I focused on that.