Principle 9
Securing Win-Win Transactions
Your best teacher is your last mistake.
—Ralph Nader
Successful entrepreneurs understand the needs of their current and potential customers. In this chapter, I will offer you several strategies to help you identify and understand your customers' goals, needs, and desires. You'll learn to appreciate what your customers are looking for in life and how you can help meet their needs. As a result, you can and will offer win-win transactions to your customers, which in turn will build your business and drive revenue to your company's bottom line. You'll then have the satisfaction of having your business thrive and knowing you've truly helped someone. In this chapter, you will also learn how billionaire Richard Branson conducted a huge win-win transaction to help turn the economy around with his purchase of 18 commercial planes.
Going the Extra Mile
Win-win transactions are a must if you are to market your products and services successfully and become an Affluent Entrepreneur. A perfect example of a win-win transaction is an opportunity I recently had to speak for the Subway Restaurant world conference in Chicago in the summer of 2010. My vice president of sales discovered the contact information for Subway's meeting planner on the Internet. It turned out the meeting planner was in Connecticut, and it just so happened that I was scheduled for a speaking engagement in New England and would also be visiting my son, who attended Fairfield University. ...
