You don’t want to be average here—you need to be great. There are no excuses for you to ever make your products senior to people.

No product will be successful if it doesn’t make people senior.

A friend of mine, who was a rookie commercial real estate agent, once asked me for a meeting about an investment property I was thinking about. I told him to come to my house for the meeting. He replied that it was essential that I come into his office rather than him coming to see me. I thought this was strange and told him, “Just meet me at my office and let’s figure out how I can buy something from you.”

He called me back and insisted that I come to his office!

This was totally uncharacteristic of him, so I asked him why he continued to insist on this because there was no way I was going to take time out of my day to come down to his office. He finally, reluctantly, agreed to meet me at my place. We sat at my kitchen table and I asked him why he continued to insist that I come to his office. He explained that he’d been to a seminar and the company’s sales approach insisted on the client going into the salesperson’s office.

This was a “control” point that the company promoted to its young salespeople, suggesting they would be able to control the client and get more listings. A process is a function and is less important than people.

To the degree that a company’s sales process becomes more important than people, that process will fail.

While it’s vital to have a sales process in place, the moment the process becomes senior to servicing the customer it will always fail.

If you are concerned about getting your customer the right product and making the person more important than the individual sale, you’ll make more sales. You must be interested in what the customer is trying to accomplish and what problem he’s trying to solve and treat them as individuals, as living, breathing individuals who are irreplaceable. Don’t ever let the process be senior to the people!

You’re not in the hotel business, mortgage business, insurance business, investing business, the newspaper business, real estate business, clothing business, seminar business, or whatever “business” your industry calls itself.

Quit the business you think you’re in right now and get into the people business!

Never forget, people buy products and it’s your job to sell people on your product, not to sell your product to people. This tip, among thousands of others, you can find on Cardone University—my virtual sales training platform that will teach you practical tips on how to put people first.

Be great,