Last week, a client said to me: 

It's just amazing how, when someone doesn't answer your email, it can make you feel like you're the biggest loser. I find that so difficult. 

I do understand that experience but I must admit, that doesn't happen to me and here's why:

My expectations are super low. They're at the bottom of the barrel. I don't expect anyone to respond.

In fact, I always assume they won't respond. 

That way, I constantly assume responsibility. I am poised to take action. And I know what to do next. I know the ball is always in my court. I must always know what my next follow up step is.

And it's usually something like, "When they don't respond in a week, I'll re-send the message with a friendly note that says, "Just want to make sure you saw this -- let me know."

Because there is something much more important than a prospect's reaction, positive or negative: that I know I am doing the right thing. That's #MeFirst. 

Another client yesterday told me about how how good it made her feel when her client gushed over the work she delivered. 

Now, there's obviously nothing wrong with making your client happy. But it's not -- and it shouldn't be -- your goal. I see it as frosting on the cake -- if they're happy, that's great.

But what's more important -- the cake -- is that you are happy with it, that you did your best because you know what works, whether it's a logo or a landing page. That's why they're hiring you.

Client happiness doesn't guarantee success.

Your services must work for the client -- it must get them the attention they need to stand out in the market. And they don't usually know what works -- that's why they chose you. So if they're happy, that doesn't mean it's going to work. And if they're not happy, it just might work. There's usually no relationship between the two

That's why I see both of these reactions as two sides of the same coin. And it's a currency I try not to handle.

Because there is something much more important than a prospect's reaction, positive or negative: that I know I am doing the right thing. 

(This is a recent issue of Quick Tips from Marketing Mentor -- if you like what you read and want to receive more tips in your inbox every other week, sign up here.)