"Not" is just a word - but as humans we usually have to experience something in order to understand what "not" to do something would be like.

I actually tried a headline out that simply said...

"Do Not Read This Ad..."

The response rate went up by almost 500% from previous headline I used!

What would you do if you received an envelope that had these words written on it...

"Do Not Open This Envelope"

I know what I'd do!

3. I Want It, I Want It, I Want It! If something is not readily available it increases in desirability and value. Just think about diamonds or precious metals. They're little more than pretty stones or shiny metals. We can create equally attractive jewellery without them yet people will put their life at risk, commit crimes and even kill people to acquire them.

If you are selective about who you choose to work with, people will attach much more value and pride to working with you. Harvard Business School understands this, DeVeers understand this, Ferrari understands this.

Harley Davidson actually turned its business around by creating an 18 month waiting list.

So tell people they can't have you and give them a positive (or aspirational) reason why and many will go out of their way to find a way of getting to top of your waiting list.

4. Polarity Responders Some people are habitual polarity responders. If you tell them to do something, they'll resist. If you tell them not to do it they'll go ahead and do it. In right circumstances we all do this polarity response. When you recognise it you can use it to devastating effect.

For instance if you get a prospect who's being really testy - saying things like "XYZ Co's prices are lower than yours! Why is that?" or "Why should I trust you?" worst thing you can do is try and give them a convincing answer. They'll just create a new objection. Here's what I'd do instead...

CUSTOMER: "XYZ Co are cheaper than you. Why shouldn't I just go with them?"

YOU: "You're right XYZ Co are cheaper than me. I believe you only get what you pay for but if price is an issue for you then maybe you should just use them instead."

CUSTOMER: "Why should I just trust what you say?"

YOU: "I don't want you trust what I've just said. I want you to consider facts and make up your own mind about which solution is right for you."

I'd urge you to practice these approaches in a safe environment first - ie where you're not too bothered whether you get a sale or not. Once you see how it works first hand then have some fun with it and trust yourself to use it tactic only when appropriate.

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Bob clearly understood his decision would negatively impact his financial results. In fact, revenue goals, employee bonus', and profit would be effected. To me it seemed like a tough decision, but Bob made his decision without hesitation. He would retest everything. In a blink of an eye, people moved to implement his customer-oriented choice.

When I quizzed Bob on how fast he made this decision, he said, "My customers best interests always comes first". "If I serve their interests, they will reward me time and again with their business", he added. It may seem trite, but Bob meant it and more importantly, his organization knew he meant it. I believe this was part of Bob's CEO makeup and helped propel GE Fanuc to consistent double-digit growth with above industry profit returns.

So what's message?

Understanding your customer and driving that customer orientation into every aspect of your organization pays dividends time and again. Successful organizations know that it's everyone's job to work for customer. It doesn't matter if they are a first year accountant or a long-time maintenance person; each has a part in driving your organization to provide exceptional customer service.

Now hard part. Moving your company to a level that routinely provides Customer Delight is a never-ending and on-going process, not an event. How often have your heard someone in your organization suggest that they could get more work done if they didn't get interrupted with telephone calls from customers. Or someone in order entry exclaims, " what a jerk that guys is, doesn't he understand we're doing our best". Get radical. In both cases I would fire person or individual responsible for training and supervising that area.

My final advice is to begin today. As Bob Collins would say. Your customers will reward you time and again with their business.

Frank Williams is a marketer. With many post graduate courses in management, leadership, marketing and technology to his credit, Williams is a widely respected speaker, author and technologist. He has significant knowledge in marketing strategies and is the founder and CEO of Global Marketing, Inc. - a leader in business, marketing and sales consulting

Other valuable articles can be found at: http://members.cox.net/glmarketing/glmarketing/index.htm