The Customer is King

Treat your customer as King. Winning lifetime customers isn’t based on a single mammoth act. Service problems and other customer complaints are a normal part of all business, regardless of what you sell. If you handle them properly, they can help you sell a lot more in the future. I will go out of my way to help the customer and make sure the work is done right. My customers were like family to me. I was in it to win and to make winners out of my customers. I kept them coming back for more and more. And I made sure they enjoyed the experience over and over, again and again.

Give your customers so much service they’ll feel guilty even thinking about doing business with somebody else. I look at a customer as a long term investment. I’m not just going to sell him that one car and then tell him to shove it when he is not satisfied. I expect to sell him every car he is ever going to buy. And I want to sell his friends and his relatives. So when somebody buys from me, he is going to love that experience and he is going to remember it and remember me and talk about it to everybody he runs into who needs a car. I look at every customer as if he is going to be like an annuity to me for the rest of my life. So they have to be happy. They have to believe in me.

All you have to do is turn your back on a customer once, and he knows he has been hustled and conned and lied to. I hope you understand that I do a lot of things that other salesmen don’t do. And I hope you understand that what I do works for everybody. I am good to my customers. They know I really care about them and they believe in me. And you make a lot more money by making your customers believers.

When you give steady, reliable service and keep in constant contact with your customer, especially if a problem does occur, you can work with him to solve it. But it does require a self-discipline that never stops. When you bombard your customers with perpetual service, you don’t leave any openings for a competitor to get his or her foot in the door. Dedication to providing outstanding service cannot be a whim, and it cannot be something that is extended only to a select group of customers. Every customer, no matter how affluent, is entitled to the best possible service. “The customer is king” must be a continuous motto for every salesperson!

If you expect to have repeat customers or people wanting to continue a relationship with you (personal or professional), then you had better be considerate of them and show an interest in how they see things.

Customers always want to be reassured that you really do care about them. Nurture those relationships and do it often. Constant reinforcement is the key. Let them know how important they are and that you are thinking about them. Take nothing for granted. They are the source of what you need to provide everything else in your life.