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Clients First: The Two Word Miracle by JoAnn Callaway, Joseph Callaway

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A Powerful Magnet

Our fairness with the Browns and the Smiths gave them confidence. They knew they could rely on us, and they were liberated from doubt and indecision. They knew we were putting their interests first, and they knew we would not betray them.

Our honesty inspired these clients—and thousands since. It became infectious. It became a huge and powerful magnet. These clients were drawn to us. Since that night, nothing has mattered to us except keeping the client. As a consequence, the Browns, the Smiths, and so many clients since have become attached to us.

We found that our truthfulness motivated our clients to tell others. They believed they had found a good thing and wanted to share this discovery with family and friends. Our business grew exponentially and without explanation. We never again prospected. We never even asked for referrals.

JoAnn grew up with her own sense of propriety, and I love her for it. She believes there are some things you just don’t do—and one of them is to ask for business. She believes it’s in poor taste. My reason was different. I didn’t know how to ask for a referral without coming off as a needy jerk. I don’t know if that is true for everyone, but it is for us. So we never ask. Simply by putting our clients first, they became an army of recruiters.

For all of the power of honesty it is but the first key. Honesty may liberate you. Honesty may attract clients. But honesty alone is not enough. You need the second key.

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