Fred is right on money. Your products and services may be main reason a customer comes to you (I wanted a chalupa). However, if they get unsatisfactory service, they won't stay long at all. (I won't visit a few Taco Bell locations in my city even though food is all same.) There is simply too much competition out there for a customer to tolerate impatience, rudeness or unprofessional behavior.

Consider fact that your customers pay your salary. They have money you are seeking to earn. They also have a choice - whether to stay with you or move to your competition who offers same, or a similar, product as your business.

Wise business people keep their customers in mind at every turn. Making people feel welcome and appreciated is a sure fire way to increase customer retention. In fact, in results of 1996 White House Office of Consumer Affairs Survey, a lack of attention and caring was #1 reason people stated for leaving a company.

Do your people matter? Absolutely! In fact, you and your employees are reason you have customers. You and your employees are reason your customers come back. It all boils down to people.

Keep that fact in mind throughout all your marketing, sales and support efforts and you'll see dramatic improvements in your repeat sales - and ultimately your profits!

Diane C. Hughes * ProBizTips.com

Yes, it's irritating getting these "dumb" questions and emails even when you have them broken down so simply in instructions. But face it, you're going to get them and you will get them often as more and more climb on "web wagon."

When I get a very insulting email (yes, I HAVE been called "B-word," "MF-word," and recently a new one that I have never heard before... it was quite disgusting), I do not answer it immediately. I let my initial anger subside. When I can read through it and giggle... it's time to answer. I find that 80 - 90% of time, customer is VERY embarrassed of their initial email by time I have helped them courteously through their problems.

I had to learn this process through time. Believe me... I am a VERY sensitive person and I used to take these to heart. It HURT! I had to revert back to my "customer side" as well as "newbie" frame of mind and do my best to understand person's anger.

One angry customer can lead to thousands if not millions in lost business revenue! Especially on internet. That one customer tells one friend who in turn tells another and so on a so forth. You COULD get a real "psycho" customer that decides to start a website all about YOUR company and YOUR poor service or product.

Watch that one spread like a virus! :o)

On other hand, exercise great customer service (get those emails answered within 24 hours, folks) and watch *praise* of your company spread! I guarantee that you just GAINED thousands in sales!

MOST importantly remember these three things:

** LOVE YOUR CUSTOMER

** UNDERSTAND YOUR CUSTOMER

** VALUE YOUR CUSTOMER

You are NOTHING without them. Treat them like gold and you will RECEIVE gold in return!

Diane C. Hughes * ProBizTips.com