May 2003

Choose your customers

Bet you didn't think you could do that, right? Well, we all get into that frame of mind sometimes. But here's the thing: you can turn the price-motivated customer into the other kind: the relationship customer. It's all in how you treat the people you deal with.

Even if you think that you or your salespeople are not the perfect personalities to make every prospect feel comfortable, there are things you can do to make it easier to have a real relationship. Give every one of your customers:

• Priority status


• Your full attention at all times


• A fair price


• Careful listening to complaints


• Immediate response


• The fastest delivery possible

Take every opportunity to treat your customers like royalty. You won't necessarily convert them all; but a good percentage will become your loyalty customers.