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Misconceptions about Trust-based Selling: It Doesn’t Work

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This is the third in a series of three about misconceptions regarding Trust-based Selling™. The first was about naievete; the second, about time.

The third misconception is that it doesn’t make sense, it just doesn’t work.

Not unreasonable, since trust-based selling rests on some apparent paradoxes. For example:

a. managing your sales with short term metrics will drive your short term metrics down;
b. the best way to be credible is to admit where you’re not;
c. you have the most influence over customers when you stop trying to influence them;
d. the best way to improve your closure rate is to stop trying to improve your closure rate;
e. to gain control, give up control.

This shouldn’t be surprising. For an elegant statement of how this paradox plays out—nominally in golf—see Phil McGee’s post The Putt.

The thing is, buying is still a very human phenomenon—and we humans are obstinately perverse. We do not like being hustled. We do not like being told what to do by those who we don’t think understand us. And we do not buy from people we think are using us for their own ends.

That’s the heart of the paradox. A salesperson who puts his sale ahead of his customer will lose both. A salesperson who puts his customer ahead of his sale will win both. You have to care about the customer—for the sake of the customer, not for what the customer can do for you.

The language of paradox is alien to modern sales. Big corporate sales is all about linear process management: break it down into ever-finer pieces, and micro-manage each one. Fine-tune the sales pitch; tweak the yield rates by tighter lead qualification; get the close in this quarter; and measure everything by the effect it has on sale and the cost to get there.

That’s all about the sale—not the customer. The term “customer focus” itself is turned inside out when we evaluate “focus” by whether or not it produces the sale.
Trust-based Selling is not a process—it’s a set of principles consistently applied. They are:

1. customer focus—for the sake of the customer
2. an instinct for collaboration
3. a default toward transparency except where injurious or illegal
4. a medium-to-long term focus on the relationship, not a short-term focus on the transaction.

If you had to put it into one word, it would be “care.” The more complex, long, and specialized the sale, the more we buy from those who care about us more than they care about getting the sale.

Doesn’t make sense? On the contrary, it makes all the sense in the world.

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If you’d like to learn more about Trust-based Selling™, why not join me for a Webinar tomorrow, Thursday, August 21, titled How to Build Trust in Sales Conversations. It is from 2PM to 3:30PM, Eastern time. See you there.

 

Misconceptions about Trust-based Selling II: The Time Thing

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Last week I wrote about the first of three misconceptions people have regarding trust-based selling—the idea that it’s naïve.

This post tackles the second misconception: that trust takes too much time, both elapsed time and in aggregate. You’ve heard this one as either:

  • “trust takes time and we can’t afford to wait that long,” or
  • “trust takes such a big time commitment I’m not sure it’s worth it.”
  •  

It takes too long; it takes too much. Neither is true.

Let’s start with “trust takes time.” How long does it take for you to read the degree on the doctor’s wall? To notice the doctor’s white coat? To share feelings with a surprisingly interesting seatmate on a transcontinental flight?

More pointedly: in a sales conversation, how long does it take to demonstrate interest, curiosity, caring, and enough self-confidence to shift the agenda on a dime in response to client interests? All these take less time than a conventional process-driven, presentation-oriented sales meeting—and create more trust.

Now let’s consider “trust takes such a big time commitment.” Behind this statement is the belief is the first belief—that people only come to trust slowly, in incremental parts, repeated frequently over time.

But trust has many dimensions: the “trust takes time” belief is mainly focused on reliability, which by definition does take elapsed time. It misses other senses of trust—credibility, integrity, intimacy, other-focus, for example. Those can be established in an event, in a moment, with a handshake, a word, a question asked at the right time in the right tone. These take very little time. And hence they don’t take a huge investment.

Let’s move away from B2B sales: consider online dating services. Do they take time? Do they require large investments of time?

Not if you consider the dating scene pre-Match.com. Think of the ability to read people’s self-descriptions, to hear about them in their own words, perhaps with video or audio, perhaps with some advance “metrics” on compatibility.

Now consider how long it took, and much invested time it took, to get to a comparable level of trust one date at a time, over days and weeks. Or consider the odds of a first date ending well in the online dating world, vs. the blind date world of not that long ago.

Rapid trust creation is not an oxymoron; if anything, it taps into something more powerful. Rather than waiting to develop trust by reputation, we can create trust by being bold, other-oriented, curious and courageous—quickly. And benefiting all.

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Note: I will be giving a webinar this Thursday, on How to Build Trust in Sales Conversations.   It’s hosted by the good people at RainToday.com.  It’s from 2 to 3:30PM US Eastern time.  Again, that sign-up address is here.  
 

Live Webinar on How to Build Trust in Sales Conversations — Thursday, August 21

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I don’t do a lot of webinars—but I will be giving one live next week—Thursday, August 21, from 2-3:30PM Eastern Daylight Time--on the subject of Building Trust in Sales Conversations.

The session is being hosted by the good people at RainToday, a powerful site focused on marketing and business development for professional services; the cost is $90, you can sign up here at RainToday.com.

Why the topic Building Trust in Sales Conversations? Because it tackles a lot of myths and misconceptions about selling.

For one, most of us think that selling draws down on trust. Rightly done, however, sales interactions are one of the best situations in which to create trust.

For another, trust is largely created (in intangible services or complex sales) not by branding, eloquence, speeches or credentials, but by personal interactions. Conversations. Sales conversations, about what people need and want.

Finally, many people think of trust-based sales conversations as things that can happen only after a long period of time has allowed trust to develop and grow. The truth is, it is in sales conversations that the trust grows. Just like other types of human relationships, trust doesn’t happen before real, honest conversations—it is created in them. Trust doesn’t enable selling; selling enables trust. This means trust can be created far more rapidly than we oftne think.

Understanding how to create trust in a sales conversation is a great source of freedom; trust doesn’t take time, it isn’t a business process, it doesn’t come about from following metrics, and it isn’t a business process. It is something each of us can do, personally, far better than we think.

Join me in a conversation (well, a webinar anyway) about this exciting topic. Sign up here for How to Build Trust in Sales Conversations.

I look forward to the time together.

 

 

 

 

Misconceptions about Trust-based Selling: Naivete

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I find people have three primary misconceptions about the idea of Trust-based Selling™.

• One is that many people are not naturally "good," and that trusting people is naïve; doing so will bring you grief, if not danger and penury.
• The second misconception is that being trusted takes a lot of time and effort; too much, by their view. “We can’t afford to spend that much time and resources to be trusted.”
• The third misconception is that it just doesn’t work. It can’t be measured, it can’t be profitable, it doesn’t make sense.

I’m going to address all three of these misconceptions in separate postings. This is the first, aimed at the “naivete” argument.

There are some lovely counter-examples; see a blogpost called “Do You Trust Your Customers” by Rebecca Morgan, at Grow Your Key Talent  about the use of honor boxes and self-assessed service guarantees.

But counter-examples usually don’t convince doubters. So let’s try logic.

I’ve noticed that the “naivete” objection to Trust-based Selling is perversely aimed at buyers, not sellers, as in, “I could get really hurt by trusting others—they might take advantage of me.”

They miss the point: they confuse trust with trusting and with being trusted.  Trust-based Selling is mainly about the buyer trusting the seller, not vice versa.  While you can’t be trusted without being willing to do a little trusting yourself (the blogpost from Rebecca Morgan is just such an example), the bulk of the risk in trust-based selling is not taken on by the seller, but by the buyer. Trusting is but one strategy for being trustworthy— not the only one, or even the most important.

If indeed it’s naïve to believe that people can trust a seller, then the right question to the seller would be, “if even only a few people are willing to trust—are those few willing to trust you? And if not, why not?”

I have never heard a seller say “the trusting-buyer segment is too small to be worth it.” Instead, most recognize a trusting buyer is a wonderful thing.

I think the naivete argument is much more about the one making the argument than about any objective behavior. “You’re naïve” is typically said by someone who feels their beliefs are being attacked; someone who is personally vested in a fear-based psychology.

They are being truthful, in their own personal way. For them, trusting others feels risky. They attribute that same perception to others, so as not to feel alone. Therefore they don’t behave in a trustworthy manner, because then someone might trust them–thus proving their self-vested worldview wrong.

It turns out counter-examples are valuable—they force us to say, “well, it is possible to trust, and be trusted, and not get burned. So why are people not trusting me? Is it because I’m not selling in a trustworthy manner?”

Trust-based selling works, because most people respond very favorably to someone who consistently behaves in a trustworthy manner.  One such behavior is, occasionally, to do some trusting of others. 
 

Using Trust-based Selling in Banking: St. Meyer and Hubbard

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Two years ago, I got a call from Jack Hubbard of a firm named St. Meyer & Hubbard . They did sales training for bankers, or so I understood, and were developing a "Trusted Advisor Prospecting System."  I was initially skeptical.  I viewed Trust-based Selling as more suited for B2B clients, and largely for later-stages in the sales process.

They showed me otherwise. 

We spoke a few times by phone, and exchanged some writings. I was quickly impressed with their unusual combination of vision-and-values perspective and down-and-dirty detailed, tactical programs.  They were teaching clients to apply trust principles at earlier stages and more retail-focused levels than I had appreciated was possible.

Jack and his partner Bob St. Meyer and their team have now written their own book—Conversations with Prospects—which I can enthusiastically recommend.

Recently I got to see them in action at an annual conference they put on for bank CXOs, mostly existing clients. And I don’t know when I’ve seen such a uniformly positive, enthusiastic and solidly appreciative set of clients.

Until a week ago, I had never personally met Jack or Bob—yet I felt like I was catching up with old friends even before meeting up in the hotel lobby. At dinner, they were Midwest-friendly, but also New York direct and to-the-point.

They clearly know banking. And here they were putting on a conference for their clients about their own subject matter—selling. But they always steered the conversation around to the others at the table. They never mentioned selling their own services. Which of course sold me even more.

In other words, they walk the trust talk.

Jack, for example, sends out over 500 emails a week of the “you might enjoy this article” variety. He doesn’t use a tracking system to follow each one up; he’s not looking to connect each of his actions to a client profitability analysis, nor does he constantly examine his behaviors to determine his sales efficiency. He just focuses on his clients, both those with whom he has signed contracts and those who have yet to do so.

Here are a few excerpts from “Conversations with Prospects.”

One thing all prospects want is the same thing any of us want in our most valuable personal relationships. They want to be visible. They need a bank, but they want a banker—someone who knows who they are, what they do, and what are their challenges and opportunities.

Bankers often try too hard to prospect using techniques that are all about the bank, relying on persuasion instead of conversation. Unless the banker gets lucky and hits the prospect at a moment of desperation or unfulfilled need, the prospect invariably pushes back with any number of brush offs, but most often the shut-down line is: “I’m happy with my present bank.”

Bankers will introduce themselves to prospects by saying things such as, “I’d like to come out and introduce myself because I think I can save you some money.” Or, “I’d like to discuss our cash management offerings.” Who really needs to spend time listening to another banker peddling the same products as the rest of the pack? We see a lot of sales letters that are just as bad, talking about the sales person and company, but not the potential customer and their issues.

Needs are not products. Bankers that discover, create, and exceed the need will always have business. When the push to sell products overrides the best interests of the client there is little discussion about managing anything.

When sales people are measured solely on the basis of production, the client is the ultimate loser.
In trust-based selling, the sales person stops trying to be interesting and learns to be interested. Banks that understand this work hard to focus on and understand the buying cycle of their prospects and clients. When banks match their sales cycle to the customer’s buying cycle, it’s a trust connection and they are well on their way to a sale.

Bingo.

Is Sales Efficiency Killing Your Sales?

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A search on Google for the following sales-related terms shows:

• Sales force management 315,000
• Sales force effectiveness 113,000
• Sales force productivity 44,500
• Sales force performance 37,200
• Sales force efficiency 28,100
• Sales force compensation 15,300
• Sales force motivation 6,150
• Sales force measurement 577
• Sales force relationships 244
• Sales force trust 33

The numbers alone suggest a certain sense of priorities in the world’s interest in sales. In the broadest sense, let’s just say the reigning focus seems highly seller-focused.

Here’s a quote from what I would suggest is a fairly typical piece on selling:

XYZ has developed proprietary approaches to measuring and maximizing salesforce efficiency. Sales managers can learn, quantitatively, how their best people invest available selling time, including a measurement of expected sales dollars per sales call. This knowledge is used to improve the efficiency of others in the salesforce. Simple tools can tell the sales manager what the expected outcome would be of adding one additional sales person, of getting each salesperson to make one more call per week, and so on.

[Our] model addresses several common sales planning flaws:
* Salespeople call on too many accounts, and therefore don’t have enough time to call on those accounts often enough to be successful.
* Salespeople don’t spend enough time with the accounts that provide the best opportunity for growth.
* Salespeople spend too much time calling on low potential accounts.
* Salespeople don’t realize how precious few sales calls they have to invest [sic] each year.

Let’s refine our statement of focus in selling. The usual treatment of sales goes beyond just “self-focused.” It also defines sales heavily in terms of return on investment, and of processes. The solution to higher ROI is often found in changing processes.

For a more academic example, see a 2006 Harvard Business Review Article, The New Science of Sales Force Productivity, by Ledingham, Kovac and Simon:

Today’s most successful sales leaders are taking a more scientific approach. Savvy managers are reshaping their tactics in response to changing markets. They are reaching out to new customers in innovative ways. And they are increasing productivity by helping the reps they already have make the most of their skills and resources.
Leaders who take a scientific approach to sales force effectiveness have learned to use four levers to boost their reps’ productivity in a predictable and manageable way.
1. They systematically target their firms’ offerings, matching the right products with the right customers.
2. They optimize the automation, tools, and procedures at their disposal, providing reps with the support they need to boost sales.
3. They analyze and manage their reps’ performance, measuring both internal processes and results to determine their teams’ strengths and weaknesses.
4. They pay close attention to sales force deployment—how well sales, support, marketing, and delivery resources are matched to customers.

What is remarkable in all these lists is the virtual absence of the “R” word: relationships.

There is “scientific” (read “quantitative analysis”) study of products, automation, tools, procedures, internal processes, results, and deployment;

There is general agreement that the end result is to be judged in financial terms (ROI—effectiveness), which can be decomposed into various ratios (efficiency in general);

Mirroring this self-absorbed perspective of both design and outcome is the treatment of the customer. Almost all sales models are based on a single-transaction—with the usual “feedback” arrow saying “return to beginning and start over."

Try substituting “relationship” into this self-oriented, mechanistic and transactional mindset and there is only one kind of relationship it applies to: a one-night stand, repeated endlessly, with only the names changing.

There is no forward momentum in a series of one-night stands. No growth, no development, no connection—and no relationship. (I’m not knocking one-night stands, by the way, or saying they are "wrong;" I’m just saying call them what they are).

There is nothing wrong with counting sales dollars as a pretty good indicator of sales success. And it’s natural to want to dig deeper. But if all the digging is focused on ourselves, our processes, our metrics; and if all the relevant timeframes are shorter and shorter; and if we fall prey to the Skinnerian belief that you must shorten the time between action and monetary reward for the rats salespeople—then we conspire to reap what we sow—the one-night stand.

Great short-term performance doesn’t come from short-term selfish, transactional management. Great short-term performance is simply one part of a longer success story that comes from a long-term, relationship-driven concern for the customer.

Great Moments in Selling – Bangor Savings

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John Edwards, Chief Banking Officer of Bangor Savings Bank, tells the story of how Forge won the job to develop a new branding package for the bank.

“We needed to reposition the bank,” John said. “We did a good job of due diligence in seeking about for the best qualified, non-conflicted firms. We narrowed it down to three.”

“On the day of presentations, the first two did fine, competent jobs of presenting to us. Forge—the third to present—began with a similarly competent 10 minutes of opening. Then they switched gears.”

“Unbeknownst to us, they had spent time going around to several of our branches with a video camera—looking at and talking to employees, customers, and citizens, assessing the kinds of interactions they saw. And they brought the results to the presentation with us.

“’Here’s a taste of how we see the bank,’ they said by way of introduction. ‘This is our view of what you stand for, and the message you want to convey.’

“About ten minutes into the video, our CEO jumped up and said ‘Yes! That’s it! These people have got it right.”

“So we decided on Forge. They went about their work, and when they came back to present us with their work, I remembered that first meeting. They pretty much opened right up with their new tagline—You Matter More.”

“I remember thinking—‘wait, that’s it?! All these months and all we get is three words? But I remembered that first meeting, and said to myself, ‘hold on. These people totally got who we were; settle down, and trust that they’ve got something behind that slogan.

“Well, it became clear that they had a lot behind that slogan. We loved their ideas, and the slogan indeed fit the message perfectly.”

What Forge did here is a classic example of Selling by Doing, Not Selling by Telling (see the chapter in Trust-Based Selling by that name).

Buyers respond much more favorably to expertise that is delivered, not preached; skills that are deployed, not recited; examples that are based on us, not on others, and that are current, real-time, not after the fact.

But Forge did something else, too. They rediscovered a truth that Mark Twain exploited in Tom Sawyer. Tom and Huck and the boys had snuck off for a trip down the river, and everyone back in town assumed the worst when their lost raft was found with a smattering of clothes, but no boys.

The boys arrived back in town and discovered that everyone thought they were dead. They realized they could attend their own eulogy, and crept into the church choir loft to listen.

What Twain wrote about was the deliciousness of a socially acceptable mode of eavesdropping on others talking about us—and hearing only wonderful testimonials.

What Forge did, in part, was to hold up an ultra-realistic mirror to Bangor Savings Bank. Realistic, but idealistic as well, reflecting the best of the bank’s aspirations.

Trust-Based selling? You bet. Forge reached out in an intimate way to show they could appreciate the bank’s aspirations; and made evident their own skills not by reciting other banks’ dreams, but by crafting an image of Bangor Savings’ own dream.

Well done.

Top Ten Reasons Organizations Don’t Teach Trust

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This recently from Tom Hines of the Monitor Group.

"My question to you, Charlie, is simple, but something that I’ve been struggling with for some time now. If every CEO or other senior leader (or at least the great majority) seems to agree that success in selling is in some part attributable to trust based selling concepts, then why do they spend virtually all of their training $$ on sales process, closing techniques, etc. It seems like a dirty little secret that this is nothing but a waste of money."

"I have worked with literally hundreds of sales people over my career and no process, qualification questions or closing technique ever works without establishing trust as the foundation of any client relationship. So the question then is why don’t organizations prioritize and invest in helping their organization understand the dynamics of trust and use that as the foundation of any other program they try to implement? It seems to me that they spend a great deal of money on "quick fix" programs that do nothing to change behaviors and belief systems about the importance of trust and how it is the only way to improve performance."

Well, Tom, no surprise, you’re preaching to the choir. But I know you mean the question seriously too, and I too take it as a serious question.

Why is it that things are that way?

Here’s my Top Ten list for why organizations, especially sales organizations, don’t invest more in trust. 

10. Fear–of looking wussy, as in Real Men Don’t Play Trust Games.

9. Thinking that business is about competition. It’s not. It’s about commerce.

8. Fear—of someone taking advantage of us; hence do unto others before they do unto you.

7. Bad long-term logic. We are dominated by financial logic, internal rates of return and present-value discount rates. That belief outlaws any investment beyond about 25 years. The parent of a child operates on a longer timeframe, not to mention entire nations in Asia.

6. Inability to defer gratification.

5. A Hobbesian hangover. The continued belief, fostered by ideologue economists and politicians, that the world is an evil place—life is nasty, brutish and short–and therefore the best defense is a good offense. Even if the premise were true (I have no position on it), the conclusion certainly is not.

4. The cult of rationality. Belief that only “scientific” management works; forget passion, belief, relationships—and trust.

3. Over-emphasis on measurement. The belief that “if you can’t measure it, you can’t manage it.” Just think about that. False on the face of it.

2. The cult of short-termism. Here-now, bird-in-hand, payback time, fees-not-interest, outsource, monetize—it all adds up to transactions, not relationships. Not good for trust.

1. Fear—that someone will find out who you really are if you don’t manage your image. So tighten up, spin everything, and get out of Dodge before they can spot you for who you really are.

What’s your answer to Tom’s question?

Can You Tell the Truth About Being Self Interested?

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The other day I was teaching a seminar, and someone phrased the following question:

I understand your point that, in sales, we should pay attention to the other person, focus on their needs, subordinate our own ego, and so on. But I have a hard time squaring that with honesty. After all, I’m in business to make money. They know that as well as I do. Isn’t it disingenuous—even dishonest—for me to pretend I’m totally focused on them, and not on myself?

That’s a very relevant issue to lots of people, and very well stated.

The answer in many ways boils down to one word—timeframe.

If I’m in a romantic relationship for sex, I’d better plan on some dinners, flowers, conversations and companionship on the way there. (And vice versa, by the way).

If I’m going to rely on friendships, then I’d better be prepared to invest in them over time.

If I want to have high energy and good health, then I’d better be prepared to forego the chocolate cake cravings from time to time, and to exercise sometimes when I don’t feel like it.

In other words, the desire for immediate gratification is often the enemy of longer-term happiness. Sad but true. In one study (maybe a reader can help me remember where/when), five year-olds were analyzed according to their ability to defer gratification (“one cookie now, or two in an hour”). Their subsequent lives were then traced over decades. Those kids who chose more later were notably happier, more successful, more stable later in life.

So it is in sales.

If I insist on closing every deal; if I insist on metricizing every little aspect of my sales process and tying rewards to each part; if I am constantly evaluating the discounted present value of the next ten minutes of conversation so as to decide whether to qualify or flush the prospect—then I am not a deferred-gratification salesperson, I am that greedy kid saying “me want cookie now!”

And people react to us accordingly. People who expect sex too early in relationships tend not to get it. People who never invest in their friends lose them. People who can’t resist the extra piece of cake get fat.

Back to my student.

The apparent conflict between self-interest and customer orientation evaporates if we look at the right timeframe. If all I can see at any point in a sales conversation is the likelihood of closing, then I am a “me want cookie now” kind of salesperson.

But if I’m willing to invest in the relationship—to let go the incessant attachment to outcome, to enjoy the ride as well as the destination, to qualify leads occasionally as opposed to constantly, to drive my reward from the total package rather than the quarterly pieces, to live in the relationship not the transaction—then things get better.  In fact, all things get a lot better.

It’s a bit of a paradox: the best short-term results do NOT come from trying to manage the short-term, but from managing in the long term. Your own best sales results come not from trying to sell the other guy, but from helping him get what he wants.

Your own self-interest is truly served by serving the other. And that’s the honest truth–about which you can be honest.

The contradiction is only in how you phrase the problem. Phrase it in the longer term.

 

Why Modern Sales is so Anti Trust

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The Sandler Sales Institute offers one of many approaches to selling available to corporate sales organizations.

I don’t know their work personally, but they have a good reputation, as far as I know. And just two weeks ago, I heard a very solid testimonial about some of their work from a very savvy, and satisfied, client.

I say that as preamble because I have no reason to think they are worse than any other sales training approach in the market; in fact, my only first-hand data says they are better. Still. Nonetheless. Try this quote(pdf) on for size:

Sandler Rule: The professional never does anything by accident. You should never ask a question, make a statement, or behave in any way unless it is in your best selling interest.

The advice that follows is pretty good—listen more, let the customer talk—but it’s hard to get past that opening statement. Basically, it says, never do anything that won’t help close the sale for you.

That would rule out mentioning solutions that don’t rhyme with what you’re selling. It would rule out referring customers elsewhere. Or suggesting a customer can’t afford what you’re selling. Or that your product might be wrong for a particular customer.

Simply put—if your customer’s needs don’t match what you’re selling—don’t mention it. Sell it anyway. Don’t do, say, or think anything that might keep you from closing that transaction.

Think about the mindset implicit in this view. It says the seller’s interests are deeply, inextricably opposite those of the buyer. That buyer and seller are in competition, in a zero-sum game. That there can only be one winner in the customer-seller struggle—and we all know who that is supposed to be.

This is not an isolated quotation. Here’s another, from the website of a Sandler licensee.

Prospects are inherently motivated to get as much information about your company, your competitors, and the competitive alternatives (like doing nothing, or buying something that is completely different from your product/service). They want to see your complete proposal first…

Prospects LOVE proposals…Sales is the only profession where people are expected to give away valuable information prior to payment. The more technical the sale, the more information is expected prior to signing a deal.

Again, the assumed context is us against them. In this view, the customer’s job is to squeeze as much competitive information, and to gain as much competitive leverage from the seller as possible. The seller’s job is to withhold as much information, and to extract as high a price, as possible.

This is the ideology of the past. The world is moving toward more interdependence, not less. Suspicion is expensive—and there are greater and greater opportunities for suspicion in a connected world.

Trust is the counter-intuitive solution to suspicion. You can build trust in commercial relationships; contracts can either be defenses against evil perpetrators, or the occasion for in-depth discussions about expectations and transparency. One is expensive. One lowers costs.

In sales, the era of competing against your customer is over. We need something like Trust-based Selling™, based on a simple principle: if you consistently do what is good for your customers, you will end up creating more value than those who are solely motivated by self-aggrandizement.

And you will end up getting your fair share of that added value.