"Customer Satisfaction Is Your Business" 
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Bob Leduc

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Customer Satisfaction Is Your Business 
Copyright 2004 Bob Leduc 

Regardless of what business you are in - you are really in 
the business of satisfying customers. The degree of customer 
satisfaction you deliver determines the level of long-term 
success you will achieve in business.

Make Customer Satisfaction Your Top Priority

Don't just make sales. Create customers - satisfied 
customers. In addition to the immediate profit they provide 
on the first sale, satisfied customers help you build your 
business in 2 other important ways:

1. They become a reservoir of repeat buyers. For some 
businesses that means repeat buyers for more of the same 
product or service. For every business, it means buyers for 
additional products and services.

2. They automatically refer more business to you from their 
friends and business contacts. This is highly profitable 
business for you because it doesn't cost you any time or 
money to get it.

Never Promise More Than You Deliver

Never make any promises you can't (or won't) keep. Nothing 
alienates customers faster than getting something less than 
they expect from a business transaction. They won't do 
business with you again. And they will tell everybody they 
know about their unhappy experience - causing you to lose 
future customers.

Tip: Handle customer complaints quickly and with a positive 
attitude. Strive to preserve your relationship with the 
complaining customer instead of your immediate profit from 
them. They will reward you later with more sales and 

Always Give Customers More Than They Expect

"Over deliver" on quality and service. Always exceed your 
customers' expectations. You will win their long term 
loyalty. It also makes it difficult for competitors to steal 
customers from you - even if they have lower prices. 
Customers will not risk an uncertain experience with a 
competitor when they know they will get more than they 
expect from you.

Tip: Surprise your customers with unexpected value. If you 
sell products, include an "unadvertised bonus" with every 
order. If you sell services, get into the habit of doing 
something extra for every customer or client without 
charging for it.

Let Customers Know How Much You Value Them

Let your customers know you are always thinking about them. 
Communicate with them regularly. For example, create some 
special deals just for your existing customers. And announce 
new products or services to them before you announce them to 
the general market.

Tip: Convert your customers into publicity agents. Develop 
an incentive for them to tell associates and friends about 
the value of your products or services. An endorsement from 
them is more effective than any amount of advertising - and 
it is much cheaper.

For example, reward them each time they refer someone who 
becomes a customer. Your reward can be as simple as a credit 
toward their next order from you.

You are in the business of satisfying customers regardless 
of what products or services you provide. The satisfied 
customers you create will help you build your business by 
becoming repeat buyers and by referring new business to you 
from their friends and associates.

Bob Leduc spent 20 years helping businesses like yours find 
new customers and increase sales. He just released a New 
Edition of his manual, How To Build Your Small Business Fast 
With Simple Postcards ...and launched *BizTips from Bob*, a 
newsletter to help small businesses grow and prosper. You'll 
find his low-cost marketing methods at: 
or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV

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