You aren’t selling products, ideas, access or subscriptions, despite what it says on the shingle outside your office. The only thing you are really selling is service — the way you answer the phone, how quickly you answer a question, whether you smile when someone passes by.

Selling is about the ideas and intrigue you bring to your everyday exchanges with potential customers. It’s what makes you special.

Business studies clearly show that there has been a shift in the way buyers make their decisions. These days, buyers most often choose to do business with companies who are inspired to deliver superior service. When all else is equal — as often it is — buyers make their decisions based on how they “feel” about the relationship.

Your company doesn’t matter. Your marketing team doesn’t matter, neither does support nor management nor operations. Only what you do matters. You’re the one who controls the entire client-service experience. There’s no one thing you can do to screw things up. Or magically repair them.

What does matter is the level of service you bring to every interaction. It’s your willingness to share your experience openly and without manipulation. It’s your candor, patience and inspiration.

Your target market doesn’t really want to save money, be more efficient or grow another 1000 percent over the next year. They want to know that what they are doing really matters.

And you can inspire that belief. That’s the most valuable service you can deliver. It’s not about brains or brawn or brilliance. It’s about belief.

Do you inspire people to believe?

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Dan Waldschmidt is an international business strategist, speaker and author. He is author of the soon-to-be-released Edgy Conversations: How Ordinary People A