There are many rules to business. There are many things you’retold you need to be doing if you want to besuccessful.

But despite all the complexity about getting business right,there are really only two rules — two philosophies really — thatdictate success.

It doesn’t matter what you’re selling.

It doesn’t matter what you’re planning to do. It doesn’t matterwhere you’re at or the industry you are in.

Massive success is rooted in these two rules.

1. Be incredibly easy to do business with.

Ubiquity is the new exclusivity. Helpfulness is the best strategyfor driving awareness.

In today’s app-driven sales economy, it’s easy to forceprospective customers into a funnel where they have to fill out aform, download a white paper or make a dozen frantic visits to yourwebsite before your technology scores them high enough for you towant to care to get to know them.

No wonder you’re not successful driving new revenue. You’re notflexible enough to meet people where they are.

No one wants to feel like an idiot to have to do business withyou. More importantly — no one wants to have to do work to give youtheir money.

They want you there to help them and support them and give themguidance. And when you’re not easy to do business with it just addsto the frustration and chaos they already feel.

So abandon the strategies where you hide your contact information on your website. Make itincredibly easy for people to cancel your service or product ifthey’re not happy. Ditch all the complex contracts.

Be everywhere your prospective clients will be looking. Be therewith a smile and a helpful hand instead of a gimmicky sales pitch and awkward marketingprocess.

2. Be so good they come back for more.

Obsess about ways to provide surprise and delight to your customers.

Think about all the frustrating things in your industry that youcould remedy, even in small ways.

Deliver service with a smile, even when you’re stressed out andanxious. Put a plan in place to follow up on the promises youmake.

A simple productivity platform or to-do app can help you stayscheduled and focused on delivering on your bestintentions.

There is nothing particularly genius about doing what you say.But it makes all the difference in the world to your customer.

And it has a massive impact on your growth. Your customers wantto believe in you. They want to give you a second chance when youscrew up.

All you have to do is be willing to try. Apologize when you getit wrong. And keep trying to get it right.

These are the rules

No amount of sales automation or witty marketing satire can trumpthe impact you create when you execute these two rules.

Being awesome isn’t an accident. Changing the world doesn’thappen by chance.

It takes focusing on the details. It requires you playing thegame by a different set of rules.

These are those rules.

Related: 9 negative phrases to avoid with your clients (andwhat to say instead)