After the “Yes”
And guess what. They felt it, they recommended me to others, they bought more products, and they wrote great reviews. Not because I bribed them, but because they knew I cared. For the people in my high-level mastermind groups, I make sure that they know that after they cut that check, I care—I am going to deliver massive value, and I care how they feel. You know that people will forget your name. I forget names all the time. People forget what you do for a living. People forget where you went to college. People forget how they first met you. But what they won’t forget is how you made them feel. You see, we go around our whole lives looking to feel better. Why do you do anything? Why do you want to make more money? Because you want to feel better or you want to feel a certain way. Why do you want to fall in love? Because you want to feel amazing reciprocal warmth and connection. Why do you have a drink? Why do you exercise? Because of the powerful feelings attached to these activities. So remember this truth: “When it comes to your clients, it’s all about them, and it’s all about how they feel, especially after they said yes to purchasing your services, pur- chasing your company, purchasing whatever it is you have to sell. It’s not about what you think they want. It’s not about what you think they deserve. It all comes down to how they feel.” As I’m writing this section of the book, I had a reminder as bright as the sun about why it is terrible to not comprehend how someone feels. It was breakfast and my kids and I were sitting around the table. My son has this magical memory, and he happens to love specialty crayons right now. I’m not talking about the typical red or green. He likes the fancy crayons like English Vermillion, Dark Venetian Red, and Permanent Gera- nium Lake! So we were sitting at the table, and there was a pack of 50 on it. I pulled out a crayon and said to my son, “What color is this?” And he named it. I said, “Wow!” Then I pulled another one out, another one out, and with all of these crazy names he got 50 in a row right. I was shocked! I was ready to fall off my chair. My daughter, seeing the praise my son got, said, “Let me have them. Let me study them.” So she looked at them for two minutes and while
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