“The feeling is often the deeper truth, the opinion the more superficial one.”

Augustus William Hare

Let’s all think about this quote for a moment… The feeling is often the deeper truth – How are you making your client’s feel and the way they feel, could this be their truth about you?

Philosopher William James was one of the leading thinkers back in late 19th century. He was one of the most influential philosophers of the United States, and the “Father of American psychology”.

He once wrote,

“The deepest principle in human nature is the craving to be appreciated.”

Let’s face it, we all want to feel appreciated, as this elicits the idea that our existence matters to someone else.

It makes us feel valued and revered. Being appreciated is how we recognize that we’re important to others and that our presence makes a difference in someone’s life.

Stop for just a moment… now think about your clients, now think about your interactions, do your clients feel valued and revered in your presence?

This can be further reinforced through Victor Frankl, who was a psychiatrist and Holocaust survivor. His approach to psychotherapy was called logotherapy. This is a therapeutic approach that helps people find personal meaning in life.

It was built upon the premise that as humans, we are motivated by a “will to meaning.” Victor Frankel would say,

“Meaning gives us purpose and purpose presents us with the endurance to carry onward through difficult times.”

What we can learn from these great thinkers of the past… We search for meaning in to feel appreciated. While ‘meaning’ motivates us, ‘appreciation’ transcends us.

I must ask… When was the last time you shared with your clients how much you appreciate them?

Think about the competitive sales landscape and now reflect upon your clients for a moment… how you make them feel could be the key that unlocks the door to monumental sales growth.


Are you creating business betterment or are you more worried about pushing products and services?

Your clients and how you make them feel, hold the keys to your success. They’re no longer at the mercy of you, your team or your company.

In fact, many are more interested in the experience you provide them as opposed to your products or services.

We can all agree on this… Your clients and their needs are constantly changing, it’s up to you to understand how to help?

Client experience goes beyond service. It is about how you’re making them feel!

I would like for you to pause, reflect and think about the following…

In a few words, how would your clients best describe the experience they’re receiving from you? And yes, you can control this.

Come on, I’m waiting for the words. What would they be?

  • Are you personalizing the level of service?
  • Are you in consistent contact?
  • Are you listening to your clients?

If you are struggling to answer, then I imagine this one will be difficult as well…

How well are you creating positive experiences, memories and feelings?

Are you committed?

Are you willing to do what is necessary?

Then, let’s get started down the road towards client betterment.


It was Ralph Waldo Emerson who said:

“To be yourself in a world that is constantly trying to make you something else is the greatest accomplishment.”

Be yourself, your clients deserve the best version of you, not a facade and not a sales pretender but a true sales professional.

Deep client relationships and how you make them feel, turn into long-term, consistent and profitable business.

Can you honestly answer the following?

  • Do you REALLY understand what your clients want?
  • Do you understand what they desire?
  • Are you even relevant in their eyes?
  • How are you making them feel when you see, speak or interact with them?

Gut check time, isn’t it?

Now, I would like for you to think about some of your largest client’s, are you tracking with me? Now, think about how much they mean to you and your company.

What would it mean to you if you lost any of your clients? How would you feel?

Your clients are the single most important factor towards your long-term success.

Therefore, the more successful you become in understanding and forming meaningful relationships with your client’s, the more successful you will become.

In a world where trust is at rock bottom, no wonder many (yes some of your clients) are skeptical about what salespeople say, how they say it, why they say it, and how this makes them feel.


All problems exist in the absence of a good conversation.”

Thomas Leonard

How good is your ability to open up, connect and engage with other people? Now, think about your clients and answer the same question.

Imagine for a moment, one of your clients or for that matter a future client saying this to you…

  • You’re the first salesperson I have ever told this.
  • You’re the only salesperson one who understands this.

In his book “Don’t Sweat the Small Stuff,” famous psychotherapist Richard Carlson writes,

“Being listened to and heard is one of the greatest desires of the human heart.” 

Think about your clients, their needs, desires, aspirations and feelings.

In his book, Richard Carlson, shared that a deep connection has four main components.

These are listening, hearing, understanding, and validating.

“Those who learn to listen are the most loved and respected.”

Richard Carlson

When you learn to listen with intentionality, curiosity and your heart, imagine how this makes your clients feel?

How well are you making your clients feel before, during and after doing business with them?

  • What words would they use to describe how you make them feel?
  • What words would they use to describe how you care about them?
  • What words would they use to describe how much they trust you?


Maya Angelou is famous for saying these words:

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

To bring our time together to a close, I will reference a dear friend of mine, Don Barden and the research he did in bringing his book, “The Perfect Plan” to life.

In his book, he shares, “The average person remembers only 6% of a presentation just 10 minutes after it is done”.

Salespeople, stew on that one for a moment!

Don went onto say and here is what we know,

“People make decisions based on the sum of facts and emotions. These emotions make up 85% of the decision, and they are justified with 15% of the facts. Yet, within 10 minutes after the decision or presentation, a person can recall only 6% of the facts, but they recall 100% of how they felt when they experienced the facts.”

Again, I will ask you to think… Your clients’ feelings and how you are making them feel about you, just might be the key that unlocks the door to monumental sales growth.

Originally published on Larry Levine’s LinkedIn.

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