In life and in business there is little, if any difference. One of the top ten most important emotional needs is that of admiration and feeling accepted. Many people have this as a top need in their life and it’s one need that any person can meet. If you’re a golf caddy, milk salesman or pet store owner, you can take part in making the lives of your customers better, easier and more enjoyable.

When your customers come to you it’s because they have a need or at least think they might. When your spouse marries you it’s because he or she has needs that they feel you have the ability to meet. Success comes when you are able to discern those needs and then find a way to meet them. In marriage you can do this by going over the top ten most important emotional needs and find out what yours are as well as your spouse’s.

In business, well, there’s not exactly a form you typically give your customers asking them to fill out their needs. It’s up to you to ask the right questions, find their need (or needs) and meet them.

Ok, so you sell dog food and it’s not that hard to know what your customer came in for, deciding to engage your customer anyway drives into them that you value them, their business and their needs in a way most other stores that carry dog food simply won’t do. Asking them about their dog, what it likes, dislikes and finding out what brand of dog food they normally prefer will go a long way toward earning trust and earning the right to offer them a different brand of chow if you feel you have a potential better solution for them (note: that does not translate into a better financial incentive for you! If the customer feels you have their best interest at heart the financial benefits will take care of themselves).

I realize that at 5:00 on a Friday afternoon you often can’t possibly try and take unusual amounts of time with customers when others are lined up to check out, but always remember, your customers pay your rent and utilities and your house payment. Getting to know them and in turn causing them to feel that they are important to you will benefit your business in ways you cannot get by hiring a minimum-wage staff to run your shop. Recurring business is built this way. Feeling that you are valued and important feels good! People repeat what feels good to them. You have the power to change peoples lives and even how they feel about themselves…even if you think you just sell dog food.

Seth