Epicness Library: Attracting Perfect Customers by Stacey Hall and Jan Brogniez

With this I´m kicking off my new project: read and summarize a book a week. As I don’t want to keep the benefit just for myself, I will be sharing all summaries with you. Let me know in the comments below, how you like it. Let me know also what you would actually implement from the ideas in this book. Enjoy!

This a short summary of the book Attracting Perfect Customers: The Power of Strategic Synchronicity by Stacey Hall and Jan Brogniez.

1. Perfect customers. They are the ones that fit perfectly with the products, services and philosophy that your company offers. We need to have a clear picture of
   • Why they get out of bed in the morning?
   • Who is the most important person for them?
   • What is the most important for them?
   • What do they want to achieve before they leave this world?
   • What do they really love about their life?
2. Lighthouse. Your perfect customers are looking for you. They are waiting for you. When you move fast and change all the time, they cannot find you. Instead when you slow down and stay centered in your message, you shine bright in the sameness of the market place. You are more attractive when you understand that customers are looking for you. Instead of looking for customers (asking where they are), we should focus on how they can find you faster. Key to attracting perfect customers is to build high quality relationships, so referrals will follow effortlessly.
3. Values and Mission. List your top five values: what you need to see in your life. Pick the top three or less. Make a sentence out of it. That�s your mission. My top values are: courage, authenticity and innovation. So my mission is to ignite and sustain courage and authenticity in service change agents.
4. Like attracts like. How do you behave? What do you fear? What do you like? Those are the unconscious messages that you are sending to the world and these are the kind of people that you are attracting. What do you desire in your business? Embody that and appreciate when you find that. Be like in a treasure hunt, day in and day out. The more you do this �treasure hunt� the more you�ll find what you are looking for.
5. Collaboration, instead of competition. When we think about the concept of perfect customers, the concept of competition vanishes. Because this presupposes a perfect fit, which will just happen between your perfect customers and you. So it�s very likely that �competitors� are suffering your perfect customers and you are suffering their perfect customers. By engaging with people doing similar job to yours, you could find better ways to serve your perfect customers and better places where your less than perfect customers could be better served. Connect daily with �competitors�; build a network of support and increase your clarity on your �perfect customer� definition. �When we distribute wealth (i.e. opportunities), it always comes back. Giving is receiving�.
6. Build an atmosphere of achievement. Have a clear vision of what your perfect day looks like; notice during the day how it actually unfolds and be grateful. Say thank you to yourself, to the people that made it happen and to God.
7. Habits, habits. Habits. �Bad Habits are easier to abandon today than tomorrow� Yiddish Proverb

Featured image by Brian Jeffery Beggerly