Christopher Doran - www.christopherdoran.co.uk

If you read my Twitter post just now, I said I would post two of the most vital words you need to know about producing massive profits for your business.

As with most things in life, it isn’t the words themselves of course that make the difference. It is the understanding of them, then the interpretation in respect of your business, and lastly the implementation.

“So big deal what are these oh so special words?”

Before I give them to you let me frame them, because you won’t appreciate them out of context.

Just before Christmas I presented to a board of directors. It was a long brain storm session to get to the bottom of why they were in business and why their customer’s bought off them.

On the face of it that would appear obvious:

“Because we do a good job.”

I agreed that was undoubtedly true. What wasn’t true was they knew really in depth, why their customers bought. (Just as an aside, in my favourite quotations on this site, there is one about ‘…reality being something else’ - it was certainly true here.)

This session of discovery lasted over three hours. We put on the table anything and everything, that could conceivably be the reason why their customers bought.

Half way through the meeting, I wrote up on the board two words and said this is blatantly why your customers are buying from you - it is contained in two words, and you are showing them through your actions and service, some expression of the meaning of these two words.

“What are they then?… ”

I wrote up in big letters in the very little space available at this time, because the board was full up…. I said this is why they are buying:

LOVE

&

CARE

In some shape or form by their actions, they were showing these essential ingredients in their business relationship with their customers.

The thing is - i.e. the big deal - they didn’t really understand that - IN WORDS. They reckoned they did a pretty good job that was totally true. What they didn’t know or really understand that they were showing - maybe in just a weak and diluted way right now - was the expression of what these words really mean.

What they mean in business is the difference between okay or mediocre, and profits beyond your comprehension.

Taking this forward is of course my goal for them. We now work in detail together to really get the fullest productivity out of these two words in relation to building customers into clients. To do that, various specific key actions are put into place inside a strategy. In my mind there is zero question this company will increase their sales and profits very substantially and immediately, based on actions I help them take. The root of these actions will be deeply embedded in the real meaning of these two essential words.

Hope this helps.

Christopher

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