If people pay you for goods, you are in the product business.

If they pay you for labor, you are in the service business

But…and I’d suggest you think about this one…if they pay you for and value the little things that your company does that simply make their life better, you are in the experience business.

The experience business is not about features and benefits. In fact, forget about features and benefits and focus all of your energy on creating client experiences and you will be able to charge whatever you like.

People will seemingly part with their last dollar to be entertained and transformed. That’s the business you want to be in.

I don’t care what your company sells…put on a show. Make every aspect of doing business with your firm – from lead generation to customer service about the experience and your marketing world will get a whole lot easier.

So what do people REALLY pay you for!