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"Lighthouses speak to vigilance. They speak to caring. They speak to being there. They speak to helping other human beings." -- Peter Ralston, the Island Institute, Rockland, Maine

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Excerpted from "Attracting Perfect Customers....The Power of Strategic Synchronicity".

How to create a "perfect connection" with more customers, and recognize it in the moment it is occurring, is the ultimate goal of the journey on which you are about to embark. Your first stop on this journey is to acquaint yourself with the six (6) affirming standards for conducting business in the new millennium. Daily practice of these Strategic Synchronicity standards will lay the foundation for a more prosperous, profitable, productive, and more perfect business environment.

It is on this foundation that you will create your Strategic Attraction Plan, a strategic process that works so quickly -- usually within two days-- that the results appear almost like coincidental occurrances, or as many believe, as "synchronicities."

According to Merriam-Webster's Collegiate Dictionary, a "synchronicity" is defined as the "coincidental occurrence of events and especially psychic events (as similar thoughts in widely separated persons or a mental image of an unexpected event before it happens) that seem related but are not explained by conventional mechanisms of causality."

Our definition of a Strategic Synchronicity is different in that we believe it is possible to both design and identify the process that causes the resulting relationship. Through our years of experience in training hundreds of entrepreneurial organizations and corporations, as well as non-profit and governmental organization, in the Strategic Attraction Planning Process, we have found that it is strategically possible to attract relationships that have such a high level of connectedness -- that "powerful spark of strategic synchronicity" -- and which provide the most enriching, satisfying, and prosperous on-going exchanges of information and energy that seem almost too good to be true....as if they are lucky coincidences.

THE LIGHTHOUSE TEST

How can you tell if you and your company is strategically ready to "attract" only the "most perfect" customers to serve?

There is a simple test. We call it the Lighthouse Test.

Imagine a lighthouse standing strong and tall on the rocky shores of a beautiful ocean. The water is calm, the sky is blue, and there are many boats out to sea. But, out in the distance, a storm cloud is forming on the horizon. It is coming closer to shore very quickly. The sky is getting darker, the waves are getting rougher, and many of the boats are being tossed about on the water. As the rains and the winds pick up strength, so does the power of the beam of light emanating from the lighthouse. Some of the boats, anxious to move quickly to a quiet and protective harbor, are relying on this beam of light to guide them safely to the spot. The darker the skies become, the brighter the light shines. Notice that not all of the boats need this beam of light to guide them to safety. Some have more confident captains and crew, some have equipment for handling storms safely and effectively. Now, imagine that the lighthouse gets upset because some of the boats are choosing not to come to its harbor. The lighthouse feels that it is not successful if it is not serving all of the boats in the sea. It sprouts arms and legs and runs up and down the beach, waving its arms, doing its best to catch the attention of all the boats.

What do you think would be the result?

Most likely, the boats that were depending on the light to guide them would by now be destroyed in the chaos and confusion. Other boats, led by their curiosity, may come closer to shore to get a better look at the spectacle, still others would be perfectly content to stay where they are...out at sea. Result: very few boats are served safely and securely.

Here's the test.

How often are you, your employees, and your coworkers operating like lighthouses standing securely on the shore attracting the boats (customers) that need your business with your light? How often do you run up and down the beach frantically looking for boats (customers) to serve?

PERFECT CUSTOMERS ARE MOST LIKELY TO FIND YOU WHEN YOU ARE STANDING STILL!

It takes a lot of energy to look for people to serve. More than likely you have had the experience of having to figure out where you can find customers in the greatest numbers. You have spent much time and money experimenting, looking for the right way to catch their attention. Once you caught their attention, you have had to convince them that you are the one who has what they want. By the time you actually found someone willing to try what you have to offer, you were exhausted!

So, when the customer tells you that they are not completely satisfied with your products, your policies, or your pricing, you have been more than willing to make compromises to satisfy them: truth be known, you were just too tired to put up a fight. Thinking that you won the war, you felt you could afford to let them win these smaller skirmishes...especially in light of what it would cost you to go out and hunt down another customer to replace this one.

Perhaps, if you had greater confidence and financial resources, you might have been more willing to listen to your tiny "inner voice," the one that speaks for your instincts, that said, "Be careful...this one could be more trouble than it's worth. This customer is not meant for you."

You convince yourself that this customer must be meant for you because they responded to your advertising or clicked on your hyper link. You are afraid that if you don't serve them, the competition will. Inevitably, your inner voice is always right. By the time you end your tortured relationship with this customer, you know that no amount of money in the world be enough to compensate you for the exhausting cost of the experience.

This is the typical end result when you buy into the adversarial marketing school of thought that preaches a gospel of "targeting audiences," "stealing market share," and "eliminating the competition." These "stealth" strategies virtually guarantee that, if you win the battle, you will end up with customers that will be impossible to satisfy because they are not a perfect fit for your company. What you are "winning" with these strategies are another company's "perfect customers."

While it is easy to blame the customer for the poor quality of the interaction, it is important to remember that you are solely responsible for choosing to serve a customer whose needs are not a perfect match for your company.

The knowledge to be gained from this type of experience is to listen for that "inner voice" and its warning signal when you encounter a "less-than-perfect" customer. This is the signal that your own distinctive light has gone out....or perhaps that you forgot that lighthouses do not wade out into the water looking for boats to serve.

It is your responsibility to stand still and keep shining your own distinctive light, to keep polishing the lens to ensure that your light has the power and brilliance to break through the darkness to attract the attention of only perfect customers and clients who are a "perfect fit" for you, your company, your products and services.

"This is an incredibly insightful book with amazingly practical applications. The power of attraction in business is a powerful concept that anyone can use to grow faster and with greater predictability. Wow!"  --Brian Tracy -Speaker, Author, Consultant - Brian Tracy International

"I see evidence all the time for me and my clients of using the Attraction Principles to attract the perfect clients and opportunities! We're living proof that business can be enjoyable and, in fact, it make makes you more attractive if you are enjoying yourself!" -- Laura Howard, CPCC

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