Who is most important to you? Well, YOU, of course! That's just natural: we're all a bit egocentric. This seems obvious, but sometimes it's easy to forget when you're in front of a customer. You're trying to sell yourself, so you're focused on telling them about you. Unfortunately, they don't actually care about you. They care about themselves and everything you say gets processed through this filter: “How does this benefit me?” Using the knowledge that your customers are interested not in you but in how you benefit them can completely revamp your sales pitch and service.

How can you increase your appeal to customers? By being customer-centric and focusing not on you but on them.

Instead of giving a sales pitch that details who you are, what you do, how your service works, how you do business, etc… change your tone. You can transform each of those items to answer their question: “How does this benefit me?” Instead of telling them about your services, tell them how your services benefit them. Here's an example:

Standard introduction: “Hi, I'm Amber. I'm a local real estate agent and I'm an expert in the area where you are buying a house. I have insider information about the local market, and I have a great network of professional relationships. I'm confident I can find exactly what you're looking for and I can help you buy a great house.”

Customer-centric introduction: “Hi, I'm Amber. As a local real estate agent, I can help you with your home search and provide you market information customized to your specific needs. When you work with me you get an area expert to guide you on your home search and you'll get access to my network of industry professionals. I'm confident I can help you find a home you'll love that perfectly matches your criteria.”

Which introduction would you prefer? Probably the second one. Notice the big change: instead of using “I” the customer-centric introduction focuses on the client by using the word "you."

You can transform your customer interactions simply by remembering to use the word “you” more often! And there's an extra benefit: when you are focused on the customer you'll understand their needs better. That way you can best tailor your message and your service to them. Result? Happy clients!

Remember, the people we tend to find the most interesting are the people who are the most interested in us. It's natural. Focus on the customer and you'll have happy clients who enjoy working with you and reward you with referrals and success stories.

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