Mauro Libi Crestani: If your goal is to be successful, then never lose site of where that success comes from.

We are all into sales. Yes, this includes yourself. You are a salesperson if you sell merchandise. You are a salesperson if you are consulting a patient for surgery. You are are salesperson when you are a teacher trying to sell the idea of studying to your students.

Your level of success depends on how successful you are at the sale and your ability to close a sale. One of the best ways of succeeding is to create not just a loyal base of customers but a base of customers that we can only describe as raving fans.

Years ago when you went into a gas station, an attendant checked your oil level, he washed your windows, also filled your gas. Every gas station had clean safe restrooms.

Compare that to now when there is no attendant. You can wash your windshield if you can find a wiper that is not broken and if you can find water in the wiper bin. Half the gas meters are broken. If your credit card does a wrong charge, there is no one to help you who cares.

Which of the two Is your business ideal? Which experience would your customers remember better? Which experience would customers tell their friends about and refer friends to?

When dealing with customers, it's not enough to provide a good service or to sell a good product. All your competition sells a good product. You want to provide outstanding service, the best product. You do not want your customers to say that you are average. You want them to say that you are the best and that they would never consider buying from anyone else. You want them to brag to all their friends who will become your future customers. You want to create not just customers but a raving fan base that will keep them as customers and bring you more customers.

If your goal is to be successful, then never lose site of where that success comes from.

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