I am your customer. Satisfy my wants, add personal attention and a friendly touch, and I will become a walking advertisement for your products and services. If you ignore my wants, show carelessness, inattention and poor manners, and I will simply cease to exist as far as you are concerned.

I am sophisticated — much more so than I was a few years ago. My needs are more complex. I have grown accustomed to better things. I have money to spend if you give me great service and value.

My ego needs the nourishment of a friendly, personal greeting from you. It is important to me that you appreciate my business. After all, when I buy your products and services, my money is feeding you.

I am a perfectionist. I want the best that I can get for the money I spend. When I am dissatisfied, then you need to take heed: The source of my discontent lies in something you, or the products you sell, have failed to do. So find that negative source and eliminate it or you will lose my business and that of all my friends as well; for when I criticize your products or services, I will talk to anyone who will listen.

I am fickle. Other businesses continually beckon to me with offers of “more for my money.” So if you want to keep my business, you must prove to me again and again that I have made a wise choice in selecting you and your products and services above all others.



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