So now, when she is told by guest that coffee in his room tastes bad, she can ask him which brand he would prefer. Five minutes later, she calls in to local grocery store, buys a jar of his favorite coffee, takes it to guest's room and leaves jar, with a card personally signed by her. The guest is delighted, and tells his colleagues what a fantastic place hotel is. All it cost was a jar of coffee, a little thought, and ten minutes.

It even saved a heap of paperwork.

Empower your staff to solve little problems and many of big ones will vanish too.

Think like your customers. --------------------------

How can such an obvious statement be ignored by so many companies? If you were buying from you, would you buy from you again? If your mother walked through door of your store, would you treat her any differently to your other customers? If answer is yes, you are wrong. You should treat every customer like your mother. Substitute President, or Queen of England, if you like. You get picture.

If you are dealing with a customer who has a complaint, never try to rationalize it or justify it. Don't blame problem on 'company policy'. As far as that customer is concerned, YOU are company. YOU have to solve problem. So think like they think:

Why is this a problem?

How would I feel if it had happened to me?

What solution would I want?

Think that way, and you will quickly get irate customer on your side. Irate customers expect to be fobbed off with company rules and excuses. The best way to defuse them is to give them immediate solutions, without argument.

Over-copy your competitors. ---------------------------

Do some research. Ask around. Who is best company in field? Why? What do they do that is so good? Now, here is clever part: ask what they could improve, what even best companies do wrong. Then, when you copy good stuff, you improve on bad stuff as well.

There is nothing wrong with copying good ideas. We all do it all time. The real trick is to put your own slant on idea and freshen it up to make it your own.

When you have identified little niggling problems that even best companies get wrong - go out and celebrate! Once you have solved them, these become your most powerful benefit-laden selling points:

"Of course we have great prices and people willing to help you pack your groceries. Who doesn't? But at Bloggs Supermarket, you get our special double- reinforced carrying bags. We buy them specially so even if a whole quart of milk leaks out, your groceries will never fall through bottom."

It is often small difference that makes sale. Not because of item itself, but because it shows your customers that you care enough about them.

That way, they will care about you too.

Customers who care about companies they deal with spend a lot of time telling their friends. Everyone like to boast about great service they received.

They become your best promotional weapon: evangelists.

Company Mission: "Our mission is to deliver high quality, essential goods and services at lowest price, and to help our members save money, lower their cost of living, and elevate their quality of life."

The statement was printed onto large framed posters and displayed clearly throughout offices. Telephone salespeople understood company mission from day one. The sales representatives explained mission, or "cause" to join forces in order to save, to potential new members.

The mission was foundation of total marketing effort. The company motto "Joining Forces to Cut Prices" was included under logo at all times. From new member welcome kit to phone cards to brochures and even to personal letters from president, mission was emphasized. Sales letters were often signed, "United we save" and "Let's go forward in partnership!" In monthly newsletter to members articles emphasized how many times since its inception company had pushed for and gotten rate drops. Persuasive sentences emphasizing company mission were worked into copy. A popular one was, "We're a group of consumers like you, organized to demand great rates on services we all need."

Brand new members, excited about company's mission, were interviewed, as well as long term members who had earned substantial rebates for referring others to company. That helped company multiply and achieve ongoing success. And that was made possible, largely because take-action, cause-related mission statement had been repeatedly and effectively communicated to members since company's inception!

Note: Buyers United changed its name to BuyersOnline.com.