CHAPTER 40
Building Customer Relationships That Last
Effective relationships with customers are like my relationship with Riley, my Golden Retriever.
Like any good Golden Retriever, my buddy Riley is serenely uncomplicated and ecumenical with his affections. He loves anybody who plies him with kibble twice a day, patiently tosses him his ball, consents to be dragged along on the high-speed outings we still call walks, and tells him what a good boy he is.
The truth of the matter is that Riley doesn’t really care who feeds and walks him. Anyone who makes him happy by completely taking care of his basic requirements earns his affections. That is all your customers want as well.
A productive and lasting relationship with a customer is all about needs ...
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