You are not lucky when the customer or prospect picks up the phone; they are lucky to be hearing from you. You could have brought your tremendous value to anybody, and you chose to offer it to them. They are lucky.

You are not lucky to have certain customers or prospects; they are lucky to have you. You could sell to anyone — because anyone would benefit from working with you. But you’ve selected these people.

You need to clearly understand how good you are, and grasp the tremendous ways you help your customers.

Do not worry about losing the business. Many of your customers have been with you for a long time. Sure, there have been bumps in the road. They may have been disagreements at times. But they’ve come back, and they stay with you for a reason.

Do not behave as if you’re lucky to have the business, and there is risk of losing it. This makes you meek.

Behave as though they are lucky to have you, because that is how they feel. If you ask your good customers about this, that is what they would tell you.

As such, behave boldly. Bravely. Ask for the business. Pivot to the sale. Offer more value, constantly. Because they’re lucky to have it. And you.

The new episode of the Revenue Growth Video Series is about why your communication must be about your customers and prospects, and not about you. Watch it here.

Read the backstory about the publication of my latest book, The Revenue Growth Habit, in my Huffington Post column here. The sales book of the year was rejected more than 50 times by the “experts” in the publishing industry. This is the kind of perseverance it sometimes takes to grow revenue.