Create Success

The Impression of Increase

In the "Science of Getting Rich" program, we talk about a concept called "the impression of increase" and how creating that impression magnitizes us to success. What this concept means that people around us see us as succeeding and prospering, and they want to associate with people or organizations like that.

So how do we create that impression? Not by bragging, for sure. Here's a couple of examples.

Sales trainer Jeff Gitomer tells of arriving at the front desk of a hotel in Hawaii 10 years ago and being handed a hot towel to freshen up with while he checked in. A simple, cheap, expression of care that set the hotel apart as being thoughtful, and he's still talking about it 10 years later! You see, it positioned the hotel as being out in front of the others. Just think - what might you do for your clients that creates that kind of impression of increase - hand written thank you notes, a creative, thoughtful gift of some kind?

Here's another example - last Tuesday we had lunch at Christo's on 7th St in Phoenix, AZ and I got to watch a master at work. My friend, John, a local CPA, is a regular there and the owner handles this beautifully. John gets recognized, called by name, seated promptly and the owner himself come to the table and visits. This special treatment not only creates "use value" for John (appreciation), but it creates an "impression of increase" for any clients that John may be entertaining by making John look important. Do you see how that's a double whammy?

Another nice touch that I saw this time was after the owner had recited the lunch specials for us, John's wife expressed disappointment that "the wonderful sea bass" was not on the list. Without missing a beat, the owner said, "We have some set aside for the dinner menu tonight and I would be happy to prepare some for you now if you wish." Imagine that - custom prepare something off-menu, no problem! She eventually chose something else, but guess how she (and her husband) felt about that kind of service.

Now, Christo's has all the trappings of a fine restaurant - elegant atmosphere, nice table settings, exquisite Northern Italian cooking. But other restaurants have them, too. Christo's secret weapon is the personal attention of the owner, implemented in a way that makes the customer feel and look important. This whole concept of "use value" and "impression of increase" is based on giving more than people expect and creating this feeling of advancement.

One of my great entrepreneurial heros is Steve Jobs, the founder of Apple Computer and Pixar Studios. His career has had major ups and downs, and through it all he has held to his vision. He's a master of "the impression of increase."

Last month he gave the commencement address at Stanford University (Jobs never graduated from college) and it is very powerful. Please read it, study it, give it to your kids. What he says is so consistent with our SGR program and you can see it in his references to vision, faith and purpose.

Text of Steve Jobs speech

Do you have any good examples of "increase"? Add your comments below.

Wes

posted by Wes Hopper @ 8:25 PM