That is what superior customer service is all about: going extra mile to satisfy your customer. That is what will keep customers coming back to your store time and time again.

Superior customer service leads to greater customer satisfaction, which leads to repeat business, which leads to holy grail of retail business: customer loyalty.

Here are a few tips on how to deliver superior customer service and build customer loyalty:

1.Anyone on your staff who deals directly with customers should be well groomed and dressed appropriately for job. Customers over 25 years old will not get a warm and fuzzy feeling if guy processing their credit card is wearing an Ozzy Osborne tee-shirt and matching nose ring.

2.Sales people should be knowledgeable about product they are selling. I can't tell you how many times I have asked a sales person a simple question and only got a blank stare in return. A lack of product knowledge does nothing to instill confidence in customer.

3.Your staff should know where every product is without having to ask a manager or consult a computer. At very least they should be able to point out ^%$# classics section without blinking an eye.

4.Make it a point to know your customer's name. Nothing makes a customer feel special like sound of his or her own name. You can't remember everyone's name, of course, but you should strive to remember names of those customers who come in regularly. I f requent one particular restaurant and owner not only knows my name, but names of my wife and kids. And every time I set foot in his restaurant he calls me by name and shakes my hand and personally leads me to a table. I don't feel like a customer. I feel like a friend.

5.Offer personal services that big boys do not. Anything you can do to make your customer's life easier will be appreciated and remembered. If a customer comes in and asks for a book you do not have, offer to order book and deliver it to their home so they don't have to make another trip to pick it up. All this is going to cost you is a few minutes of your time and you will not only save a sale, but also make a lasting impression on that customer. The next time they need a book they will head your way.

There are other things you can do to combat bookstore Goliath, Peter, but offering superior customer service is a great place to start.

Here's to your success!

Tim Knox tim@dropshipwholesale.net For information on starting your own online or eBay business, visit http://www.dropshipwholesale.net

Will a corporation protect me from liability? It can, if handled correctly. You may have heard about "corporate veil," which means that you can't be sued personally for anything that happens in corporation and your personal assets can't be attacked by creditors or a lawsuit on corporation. But in order to have this protection, you must act like a corporation. This means conducting board meetings, taking notes and publishing minutes in your corporate book.

In addition, be sure to have a separate corporate checking account and, if you need them, corporate credit cards. Don't use corporate money for personal purchases, and vice versa (unless you file an expense report). Many people think they don't need to go to all this trouble if there is just one or two people in company, but in order to be treated like a corporation, you must act like one. Your attorney can give you more details.

How do I register my company name? To register your company name simply contact office of Secretary of State. This is easily done by phone. The registrar will tell you if name you have in mind is available as a corporate name and will reserve name for you if it is available. You will be sent a form to complete and submit with a nominal fee. For more information you can also visit Secretary of State's website.

Do I need a business license? Nearly every business will require a county or city license. Luckily, such licenses are relatively easy to obtain and are not expensive. For local licensing requirements, contact your city or county government offices.

Some businesses might also require a state license. For example, hair stylists, contractors and most businesses serving food fall under purview of state licensing board. Each state has an agency that deals with these types of businesses. Contact your local government offices to see if your particular business requires a state license.

Some businesses will even require federal licensing. Examples of such businesses would be those that provide investment advice or that deal with firearms. Federal licensing is typically required for businesses that are highly regulated by government.

I operate my business out of my home. Do I still need a license? Operating a business out of your home does not get you off hook when it comes to licensing. You should check local zoning requirements and property covenants. You can find this information at court house or by calling your local license department. Home businesses are also subject to zoning laws that regulate how property can be used and may restrict various activities.

This is just a sampling of legal issues that must be addressed by every new business owner. To learn more, take your favorite lawyer to lunch.

Just be prepared to pick up tab.

Here's to your success.

Tim Knox tim@dropshipwholesale.net For information on starting your own online or eBay business, visit http://www.dropshipwholesale.net