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Clients First: The Two Word Miracle by JoAnn Callaway, Joseph Callaway

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Immeasurable

Our local multiplex just celebrated its 20-year anniversary. JoAnn and I were there when it opened. It was the first night, and I don’t remember the movie, but I remember that when we paid for the tickets they handed us two free passes for the next time we came. It was so neat that we came back only a couple days later to see our free movie. We weren’t in real estate back then, so we actually had the time. Then, because we had seen a preview at the free movie, we returned again the following weekend, and when I bought the tickets received another pair of passes. It may as well have been narcotics. We were hooked. The theater kept this up for the first six months, and JoAnn and I never saw so many movies in our whole lives. They stopped giving the passes after that, but they do give free refills on the popcorn, and if you buy the souvenir cup, you pay only a dollar a drink for the whole year. Today, there are 26 multiplex theaters within 20 minutes of our home, and we still go back to the one that gave us free passes so long ago.

Clients First service is addictive like that. Your clients like special treatment. They get used to it, and eventually they can’t imagine going anywhere else. You can’t give too much. The more you serve your clients, the more they come back for more.

You will never get rich by being a miser. Success doesn’t flow to those who hold back and measure what they are willing to invest. If you give little, you will have little given to you. Give all ...

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