Table Of Contents 

Volume I: Introduction 3
Fact: A Kelsey Group study found that 74% of the responents had conducted a local search. Are the residents of Maple Grove finding you on the Internet? 2
Technique #2 – Identify And Integrate Your USP (Unique Selling Advantage) 3
Technique #4 – Treat Your Customers As If They Mean Everything To You, Because THEY DO! 13
Technique #5 – Sell Them What They Want, Give Them What They Need 14
Technique #6 – Under-Promise And Over-Deliver 15
Technique #8 – Create A Successful Business Image 16
Technique #9 – The Dollar Value Of A Customer 17
Technique #11 – Re-Sell And Cross-Sell 20
Technique #12 – Don’t Sell Products And Services, Sell What They Do 21



Technique #4 – Treat Your Customers As If They Mean Everything To You, Because THEY DO!

Customers can actually be frustrating and they often don’t make it easy for you or your employees to treat them nicely.

You need to remember where all your revenue and sales come from for your business. Every dollar in sales that your business gets comes from these customers that can sometimes be so frustrating.

You want to treat them well and hope that maybe they’ll return another day happy and satisfied and bring family and friends.

The old saying, “The customer is always right”, really isn’t true. But they are still the customer.

One unhappy customer, through word of mouth, can translate into a lot of lost customers. Don’t think just because customers aren’t telling you about a problem that, “Everything must be okay.” They may not come to you and say, “Gosh, that was a horrible experience”, but they might tell their family and friends. Silence is not golden.

It’s been said that an unhappy customer will tell a minimum of 10-20 people about their negative experience. Think about that! 10-20 people automatically not doing business with you. That might change the way you respond to someone. Think about a receptionist having a bad day and being rude on the phone - that person telling 10-20 people about that and they will never do business with you.

The first step to a better relationship is to realize customers aren’t any different from anyone else. They are people with feelings and reactions, wants and desires. They’ve been studied this information for the last 100 years is available to you. It’s your job to understand human drive, passions, emotions, fears, and target those emotions as they apply to your customers.

You want to always be looking for a response from customers - good and bad. Every bad response you get from a customer is an opportunity to improve.

Always have your customers ...

Technique #9 – The Dollar Value Of A Customer


This literally can be the most profitable thing you’ll ever do for your business… that is to understand exploiting the actual value of your customer. It’s been called the Marginal Net Worth and the Lifetime Value of a Customer.

What is the current worth of one of your customers? It’s the total profit of an average customer over the lifetime that they do business with you. That includes all subsequent sales minus advertising/marketing and your fulfillment expenses.

Let’s say the average customer brings you $75 in gross profit on their first purchase. Because you did everything right they re-purchase 3 more times in a year. Only now their average purchase is $300. On each $300 repurchase you make $150 gross profit. The average life of a customer lasts 2 years. Every new customer is worth $975.

You reach the $975 by adding the $75 initial profit to the 3 other purchases each year of $300. Only $150 is profit, so $150 times 3 equals $450. If they do that for 2 straight years, that’s $900 plus the original $75.

If this is your average customer and they’re worth...