By Sandy Caldwell, IWL eNews editor

As I read through ‘Attracting Perfect Customers,’ I kept noticing how much the method shared by authors Stacey Hall and Jan Brogniez, is aligned with IWL’s Contextual Leadership™ approach. Like Contextual Leadership™, ‘Attracting Perfect Customers,’ provides a refreshing place to stand to create a ‘world that works’ by ‘being,’ ‘declaring,’ and working WITH the flow (or laws) of the Universe.

Many people in business spend much of their time and energy struggling to get new customers or hanging onto current ones, even if some of them are actually more trouble than they’re worth.

Attracting Perfect Customers suggests that we can move beyond the notions that ‘business is war’ and winning market share means ‘beating’ the other guy.

The authors outline a simple strategic process for making businesses so highly attractive that perfect customers and clients are naturally drawn right to them. The major focus is on getting perfectly clear about who we are, what makes our perfect customers tick, what are the qualities of our truly perfect customers (business partners, spouses, etc.), what we want out perfect customers to expect of us, and what we’re at work on improving to bring in line with our vision.

Attracting Perfect Customers takes us step by step through the entire strategic attraction process. The authors reveal the six success standards of strategic synchronicity:

1. Be on purpose with your mission
2. You have the power to attract whatever you desire
3. Like attracts like: whom do you like?
4. Choose collaboration, not competition
5. Your customers and employees want you to succeed
6. Create an atmosphere of accomplishment

The book also contains exercises that walk us through creating our own Strategic Attraction Plans and provide 21 supportive tips for making any company more attractive to its perfect customers. With this approach, competition for scarce resources (customers) is replaced with abundance and collaboration. As I read through it I felt a real freedom (similar to that I experienced in Women Leading Change) to create my world the way it works best for me. Doing so is an inclusive experience and ripples out beyond my own satisfaction to the world around me and beyond.

This is a worthwhile book if you’re willing to take the time to do the exercises and apply what’s written. As paraphrased from the book, when you do so, you’ll replace the thought, “We need more customers” with the conviction “Our business now attracts perfect customers only.” For more on this approach visit the Attracting Perfect Customers web site.

I’d love to hear your experiences or feedback once you’ve read this book. I can be reached at .

Sandy Caldwell is the IWL eNews editor and owner of Doula-la! Birth Services, a professional childbirth support organization on the San Francisco Peninsula. She’s a 1994 WLF alumna, long-time IWL ‘family’ member and former marketing executive in Silicon Valley.