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Summary: Most of us know the Golden Rule, but have you ever heard of the Platinum Rule? You may not find it in your place of worship, but it will come in handy with customers and prospects.

We all know the Golden Rule which says to “Do unto others as you would have them do unto you.” In other words, treat others like you’d like to be treated. There is no doubt that this is a great rule when applied correctly; it certainly applies to the moral areas of our lives.

However, there is another rule that is a relative of the Golden Rule that we need to use in sales, especially with our customers and prospects. That rule is called the Platinum Rule. The Platinum Rule says to “Do unto others as they would like done unto them.” In short, treat people like they would like to be treated, not how you would like to be treated. People are different. Not everyone shares our likes and dislikes.

Example 1: John says to his customer, “Bill, are you open tomorrow for lunch? I’m dying for some Chinese food.”

Debbie, using the Platinum Rule, says to her customer, “Mark, are you open tomorrow for lunch? I found a great new Greek place and I know that is one of your favorite foods. Does that sound good to you?”

See the difference? It’s actually quite profound. Mark feels his wants are important to Debbie…not so much the case with Bill and John.

Example 2: John says to his customer, “Bill, I just sent you the contract by email. I normally just email contracts to my new customers. I hope that is okay.”

Debbie, again using the Platinum Rule, says to her customer, “Mark, how would you like to receive your contract? I can fax, email or overnight it to you. Please let me know what is best for you and I’ll get it sent.”

Again, a significant difference, and Debbie’s words signal that she is tuning in to her customer’s wants. Debbie’s customer is much more likely to view her as a sales professional that listens, is more concerned about her customers than herself and provides a high level of customer service. Customers love - and respond to - all of those qualities.

The Platinum Rule does not require that you change your personality or that you act insincerely with your customers and prospects. It simply helps us focus on what our individual customers want versus trying to make the world fit our wants.

Can you put this into practice today with your prospects and customers?

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