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



In order to gain the vote of confidence and the vote of money from a customer, they have to feel that you value them as much as they value you.

When your phone is answered by a computer, when you’re put on hold for an extended period of time, when you’re treated poorly by a customer service representative, when it’s difficult to place an order, when you’re closed and they expect you to be open — you lose votes and you lose money.

HERE’S WHAT TO DO: Call 100 customers and ask them each the following three questions:

1. Why they buy from you?

2. What would make their life easier as a customer when dealing with you?

3. If they were president of your company for one day, what would they change or what would their first official act in office be (besides lowering your prices)?

These 300 answers will help your business grow beyond your expectation and help maintain loyal customers.