February 27, 2008  |  By Walter Ezell
Category:  General

We seek to see matters from the client’s point of view. We realize that differences in experience make this difficult and sometimes impossible. We require of ourselves the patience to listen, the words to reflect in our own way what we hear from the client, and the courage and compassion to express our own insights once we have understood.

We do not wish ever to sell a client a product or service that is wasteful, useless or more than they can afford.

If our experience and wisdom tell us a proposed purchase is ill advised, we will counsel with the client as earnestly as if they decline to purchase a product or service that we believe is necessary.

We understand the difference between wants and needs. Wants and needs are merely the opposite poles of a continuum. Indulging a certain amount of unnecessary wants is necessary for emotional well-being. This is where choice comes in and choosing among non-necessities is an expression of freedom. So we have a conundrum here, the necessity of non-necessities.

It is, at last, the client’s choice that must prevail. In the rhythmic rise and fall of conversation we know when to yield and when to move on.

Not all purchases can be justified by the crunching of numbers. There are many times (perhaps most times) when selling and buying are not relentlessly analytical. While we offer products and services that build a business and contribute to profitability, we collaborate with our clients in addressing the need for beauty, fun, entertainment and excitement.

We value wisdom above cleverness. We do not use word-play or tricks to persuade the client to say “Yes.”

We are driven to offer the best. If a prospect wishes to save money by purchasing at a lower level of quality from another vendor, we will seek to address their price concerns with fairly priced, affordable options, but will not pander to frugality by foisting inferior goods or services upon a trusting client.

It appalls us to think of selling a product or service that the prospect would be better-advised to purchase elsewhere. This is one of the reasons we are driven to offer the best. If a prospect seeks to purchase from another vendor because of superior quality, we will understand the difference in quality, master it and regain assurance that our product is indeed the best in its category.

We do not live for money. Money is only a representation of value. To sacrifice values for money will lead to the loss of both. We cannot nurture the spirit while injuring the client.