Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at gitomer.me.


Loyalty is both an action and a process. The best companies in the world begin with great employees, great product, and great service. This makes them attractive.

But the element that creates loyalty is service.

In my seminars, I teach the ancient Chinese proverb “To serve is to rule.” Giving great service is part of the loyalty process. And it’s part of giving loyalty.

I wish more companies would add to their mission statement that they will be loyal to their employees so that their employees will be loyal to their customers so that their customers would be loyal to the company.

The best way to get loyalty is give loyalty.