I was meeting with a new client last week to introduce our project to the top leadership team. In the room were about a dozen people: presidents, along with a number of heads of sales and customer service departments (my work focuses on changing the thinking and behavior of customer-facing staff). As a part of his opening remarks, my client, a co-owner of the company, said “more than anything, this work is positive.”

Indeed, almost all of us lose sight of the enormous positive impact of our work. We improve lives and companies, but we spend our days responding to customer requests, which are always urgent and often the result of a problem. This is what we marinate in. It’s no accident then that our perception of our work becomes just as negative as the customers we tend to hear from (after all, happy customers rarely call).

As a result, your staff probably incorrectly believes that most of your customers are unhappy or frustrated with your company.

The problem is, revenue growth is positive work.

It demands a belief in, and an active awareness of the extraordinary ways you help your customers:

How you help them grow their business. How you help them save time, often weeks or months annually. How you help them look good to their boss, thereby maximizing their job security. How you help them serve their customers, retain them, and enjoy their referrals.

Help your staff understand this. Change their beliefs, and you’ll change their behavior. And then you’ll enjoy the inevitable revenue growth which follows accurately understanding the immense value you bring to your customers.

The Evangelist Marketing Institute is a revenue growth consultancy. My average client grows their top line by 15% to 20% in their first year with me. If you’d like to discuss applying this kind value to your organization, just reply to this e-mail or call me at 847-459-6322.

This piece ran in my Evangelist Marketing Minute short-form newsletter, which you can receive every Monday morning for free by signing up here.