“I’m in the right place.”

“This resonates with me and speaks to me in a language I understand.”

“I can quickly find what I’m looking for.”

“I know exactly what steps or actions to take next.”

“I know how to take the next step, and when.”

“All of my questions and concerned have been answered. I know exactly how to get help if I need it.”

“I feel at ease before, during, and after the sale.”

When you market to your customers, when they visit your web sites, when they meet your sales people, or when they call you, these are just a few of the feelings going through their heads.

In his groundbreaking bestseller over 25 years ago, The 7 Habits of Highly Effective People, Dr. Stephen R. Covey introduced us to the habit of beginning with the end in mind.

Covey says, “Begin with the End in Mind means to begin each day, task, or project with a clear vision of your desired direction and destination.”

We can apply this fantastic principle of success to our sales, marketing, and customer service efforts.

You need always to be asking yourselves anytime you communicate with your customers – does this pass the customer smell test?

Does this produce the desired result we’re looking for?

What do I want my customer to feel when they see/read this?

Does the customer subconsciously nod along to each of the statements above?

And more importantly, how will it make your existing customers feel?

If you don’t know what (or how) they’re feeling, then perhaps you should ask them.