You've heard about the price value relationship and how building value in your products and services will help you make more money. But there's another way to increase your profitability. It involves choosing an attitude that may involve taking a few risks.

Case study

Ted, a salesperson for a single line dealership, averages about 25 cars sold per month.  He's been selling cars for about 10 years and he has a solid customer base. His customers know Ted by name and appreciate the way he always seems to have time for them. In one case, an elderly customer came in for service and was told that she needed a new battery. The car was out of warranty for about a year so the dealership had no obligation to pay for the battery. Ted happened to be working at the time and stopped by to say "hello". While the customer was willing to pay, Ted knew that she was on a fixed income so he pulled out his checkbook and paid the bill. Needless to say, the lady was overcome with joy and the service cashier just stood there in shock. Even the sales manager told Ted that he probably shouldn't be setting that kind of a precedent with his customers. But that was before the lady's neighbor came in a few days later and bought a new car from Ted. Since then, no less than five more sales have resulted from the retelling of this true story by her friends and neighbors.

Exception or the Rule?

Ted is not quite the exception you might think. Top performers in every industry around the world put themselves on the line every day because they understand the benefits this type of investment brings. And while you may not be in a position to take out your checkbook, you should always be looking for ways to give a little something back to your customers. You can expect a return of 10 times whatever you invest on their behalf.