Knowing your client means knowing what your client really wants. Maybe it is your home inspection service, but maybe there's something else too: recognition, respect, reliability, concern, a feeling of importance, friendship or just some help.

Using a client profile for each of your clients is a tremendous help in establishing mental real estate.

People buy from people they know, like and trust. It's that simple. People like people who are genuine, pleasant, sincere, easy to talk with and friendly.

When I was younger I had the opportunity to take a Dale Carnegie sales course. At the time it seemed to be very focused on relationship skills (being likeable) instead of sales skills (closing the sale).

One of the quotes from the Dale Carnegie sales classic: "You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you".

Wag your tail, it'll put you ahead of the pack -- Bob Kille

Have you noticed that whenever you get within 10 feet of a friendlydog, he will begin to wag his tail, a visible sign he enjoys your presence. If you take time to pet him, he will become excited and lick and jump all over you to show how much he appreciates you. Now that's genuine interest.

But alas, not all dogs are friendly and there's many who are but don't show it in the right ways. So act like a friendly dog, show that your friendly and wag your tail, it will put you ahead of the pack.

I can still remember one of President Bill Clinton's favorite jokes, because it reminds me of someone who couldn't stand not to be liked by me, like it matters - and I gave him the same answer.

A guy is walking along the edge of the Grand Canyon and he falls off. He's hurtling down hundreds of feet to certain death, and he looks up and grabs a small branch, and it breaks his fall. He heaves a sigh of relief and then, all of a sudden; he sees the roots of the branch coming loose.

He looks up to the sky and says, "God, why me? I'm a good person. I've taken care of my family. I've paid my taxes. I've worked all my life. Why me?"

And a thunderous voice from above replies, "Son, there's just something about you that I don't like."

So how important is that beaming Smile? How important is it to chat up a client or realtor? How important is a log or profile on your clients? EXTREMELY important is the answer. Start your client profiles and use them to your advantage by combining it with a system of mail notes. This is what's different about you, you care enough to send out a quick note that's of interest to THEM.

In making this profile, what you want to know, based on observation and routine conversation, is what our client is like as a human being. What does he feel strongly about? What is she most proud of having achieved? What are the status symbols in his office? This is what I mean by chating up. Get some stuff for future use, to show that you were listening, interested in their life and that you care.

Knowing something about your customer is just as important as knowing everything about your product. When you know your clients, especially some of their special interests or characteristics, you always have a basis for contacting and talking to them. I have a client who's a devoted Chicago Bears football fan. That's usually good for at least a dozen condolence messages a year. Your quick emails and postcards should be about what they care about.

Data - how well we understand it, and what we do with it, will make all the difference -- Bob Kille

I have another Realtor who collects beer cans. No matter where I go, anywhere in the world, I send him a beer can from the region.

All of us gather data about other people - especially people we want to influence. Being actively engage in it's collection and use - how well we understand it, and what we do with it, will make all the difference.