your web site as long as the byline is included and the
article is included in it’s entirety. I also ask that you
activate any html links found in the article and in the
byline. Please send a courtesy link or email where you
publish to: email@example.com
Think Positive – Care for your Customers
By Abe Cherian
Copyright ? 2005
Operating a business on a daily basis dealing with
customers can actually be frustrating and they often don’t
make it easy for you and your employees to treat them
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 frustrating. You want to treat them well and hope that
maybe they’ll return another day happy and satisfied and
bring family and mends.
The old saying, “The customer is always right”, is really
not true. One unhappy customer, through word of mouth, can
translate into a lot of lost customers. Just because
customers aren’t telling you how good you are, often times
you think, “Everything must be okay.” They may not come to
you and say, “That was a horrible experience, but they
might tell their family and friends that.” Silence is not
Each person really has different theories on this, but they
have the potential to tell just one or many other people
positive or negative things about your business. Look at a
happy customer as free advertising. You might already know
how much it costs for advertising.
It’s been said that an unhappy customer will tell a minimum
of 1-10 people their negative experience. Think about that.
1-10 people automatically not doing business with you. That
might change the way you respond to someone. Just maybe a
receptionist having a bad day and being rude on the phone -
that person telling 1-10 people about that and they will
never do business with you.
The first step to a better relationship is to realize
customers aren’t different from anyone else. They are
people with feelings, reactions, wants and desires. They’ve
been studied for the last 50 years and during that time,
more than any other time in history. It’s your job to
understand human drive, passions, emotions, fears and
target those emotions.
You want to always be looking for a response from them good
and bad. Every bad response you get from a customer is an
opportunity to improve.
The second step is to reverse your “Money Plan” that is
always thinking of them as money machines. You want to
think, “How can you get them more – better – faster -
easier – less expensive – higher quality – longer service-
better benefits – more options – and more desirable things
that they want?”
In order for this to work you must think of your profit
will come as long as you are running the business properly.
You can’t think like this for long without ending up with
more value in your business or product or service. A
greater number of customers that are doing more business
with you, doing it more frequently, and they’re doing it
more often for a longer term and they’re giving you
referrals. Treat your customers like you want to be treated.
About the author:
Abe Cherian is the founder of Multiple Stream Media,
a company that helps online businesses find new
leads and more customers without spending a fortune.