This is the third part of a 3 part series on understanding buyer motivation in the business-to-business market place.

We live in an experiential society! One of the most powerful and effective ways to differentiate yourself is to serve others in a sincere and genuine fashion resulting in a positive and memorable experience. Isn't it a pleasure to experience a sales or service person that is truly there for you? A person who is passionate about serving others and is sincere and knowledgeable? From time to time we have the good fortune of having such an experience.

Unfortunately the frequency of these positive experiences seems to be less and less. The good news is this scarcity offers you a profound opportunity to differentiate yourself and stand out in the crowd!

Zig Zigler said "You can have anything you want if you will only help enough other people get what they want." The key to riches and happiness is to serve others. But for some reason the majority of sales and service people are not leveraging this opportunity to their benefit.

Here are a couple of effective actions to keep in mind:

• When you serve another by making the experience all about them it does not mean you are subservient or beneath them!
• Practice daily putting your worries, issues and desires on the backburner while you put the person you are serving in the spot light!
• Look people in the eye and listen to them. Paraphrase back to them what they told you to be sure you understand!

The bottom line is make it all about them! As grandma used to say: "A person might not remember exactly what you did or said. But they will never forget how you made them feel." Pause and think about this for a moment. This simple concept could quite possibly elevate your success to another level.