To do well in business, it helps to know not only what you sell, but also why you sell it. Having this knowledge makes it easier to duplicate your success.

Consider Betty, my client, who loved meeting early in the morning. I’d typically arrive at her office at 8 a.m., leaving at 9 with an RFP.

Then came the morning I brought a dozen cheese Danish with me. At 9 a.m. I left … with a contract in hand.

Two weeks later, I appeared for an update meeting. Left the Danish and walked out with another contract.

Coincidence? I think not!

So, I tested my theory and started regularly appearing with a dozen pastries under my arm. The contracts became easier to secure, and Betty’s staff started getting friendlier in anticipation of the goodies I’d bring.

My messages started getting through faster, and little favors needed to maximize our business relationship happened unbidden.

The value of this simple sales tool was proven to me the day my 4 p.m. meeting with Betty was canceled. “I’m postponing our meeting until 8 a.m. tomorrow,” she told me.

Message received. Appearing at the appointed hour with a dozen assorted Danish, I was greeted like a hero. And I left with a healthy new assignment.

Were those Danish a bribe, or breakfast? You decide.

All I know is they helped me open doors into two other divisions at the same company. In short order, I was entering that building 3-6 times each month with Danish … and I’d suddenly become very popular!

Offering the right products at a fair price is a solid place to begin the sales process. But if you really want to turn your customer into an ongoing relationship, try to find the button.

For some customers, that button will remind them of their birthday; others want to get some appreciation at the holidays.

And every once in a while, you find someone who enjoys a good pastry.

Finding that button isn’t necessarily easy, of course. It takes trial and error, and maybe some luck.

But if you’re paying attention, you might just find customers are telling you what will make them eager to continue working with you and referring you business … even as they complain that your meetings are making them fat.

With that said, I wish you a profitable week in marketing.

Get more free advice at www.askmrmarketing.com.