Chapter 12
Add Value to Every Transaction
There are two major bodies of water in Israel. Although both are connected to the river Jordan, one, the Sea of Galilee, is rich in sea life, surrounded by fertile, lush growth where colonies of birds' flourish and lots of people play. The other, the Dead Sea, is just that—polluted, stagnant, and supports no life.
Why is there such a difference between two bodies of water fed by the same rich river?
The Sea of Galilee has rich river flowing in and, in turn, rich river flows out equal to what the sea took in. The Dead Sea only has water coming in. What it gets in, it keeps. It takes, but it doesn't give.
The same tends to happen in business and life. I'm sure we all know people who fit into each of these descriptions. Those who don't give become stagnant, whereas those who give and receive thrive. This is a relationship to which we should all pay heed.
It is no secret that today's market place is becoming increasingly sophisticated. People are conscious of quality products and value for money, yet price plays only a minor role in purchase decisions. When a consumer buys a product, they are entitled to expect an excellent product and great service. That is what they are paying for. Receiving excellent service and a great product is a not privilege, it is a right.
As I've cited previously throughout the book, 80 percent of sales for successful companies come as a result of word of mouth. How exactly do you get word of mouth? It is not by ...
