Ten Ideas For Building Customers

John Hayes
September 12th, 2006

Follow these ten ideas from Carl Sewell, author of the best-seller, Customers For Life, and you'll build a more successful business. Carl Sewell is one of the most successful auto dealers in the world. Here's what he says you should do to build a successful business:

  1. Ask customers what they want and give it to them again and again.
  2. Saying please and thank you doesn't ensure you'll do the job right the first time, every time. Only systems guarantee that.
  3. Under-promise, over-deliver. Customers expect you to keep your word. Exceed it.
  4. When the customer asks, the answer is always yes. Period.
  5. Fire your inspectors and consumer-relations department. Every employee who deals with customers must have the authority to handle complaints.
  6. No complaints? Something's wrong. Encourage your customers to tell you what you're doing wrong.
  7. Measure everything. Sports teams do it. You should, too.
  8. Salaries are unfair. Pay people like partners.
  9. Your mother was right. Show people respect. Be polite. It works.
  10. Learn how the best really do it; make their systems your own. Then improve them.
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John Hayes