The value of loyal. Gold every way you look at it.

The value of loyal. Gold every way you look at it.

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



This is an excerpt form my new book: Customer Satisfaction is Worthless, Customer Loyalty is Priceless.

The value of loyal. Gold every way you look at it.

Loyal as a dog. All have heard it and most have experienced it. What a wonderful feeling to have the unconditional love and affection that comes from loyalty. It is the highest form of friendship and the highest form of commitment.

A loyal pet.

A loyal servant.

A loyal friend.

A loyal spouse.

A loyal fan.

Loyal is unyielding, unrelenting and ever faithful. True to the end. It is with that understanding that customer service is centered.

So, how do you get to “loyal” in the relationships with your customers? Simple apply the principles that build loyalty in every other aspect of your life. Well, sort of simple. Loyalty is more delicate with customers because there is a balance of money and value. And loyalty is not just granted it’s an earned distinction.

Loyalty is the highest mark.

Loyalty is success.

Loyalty is solid gold

Loyalty is golden business.

And your golden opportunity to win by earning it from others.

But I know you.

You want the easiest answers, don’t you?

You want the fastest answers, don’t you?

You want the best answers, don’t you?

You want the answers that are accepted by others, don’t you?

You want the answers that are praised by others, don’t you??

You want the right answers, don’t you?

You may want to take the highest path of serving others: The Diamond Rule of Service… If you wouldn’t want it done to you, don’t do it to someone else!

And, there are SOME easy answers but you have to work hard to achieve mastery of them. Here’s an easy/hard question and an easy/hard answer:

If you hate it when you get lousy service, why do you (your company) give lousy service to others? How do you want to be served? Are you serving the same way?

The customer could care less about you, your company or your company policy, and even LESS about “why you can’t” give them what they want. They want YES or help to get to yes, and if you can’t help them, they’ll go someplace else (and take their money & their word of mouth advertising with them).

Ouch. What can I do to reverse that?” you’re probably asking. Easy Take it one step at a time actually “leap” from where you stand to higher ground loyalsoil. Take a few easy/hard loyalty leaps:

Leap #1 Start out as the happiest, friendliest, most important person in the world.

Leap #2 Set the right tone from the first three words. Start in forward.

Leap #3 Serve them so they remember it and tell others.

Leap #4 Keep up your communication with them after the transaction.

Leap #5 Continue to offer value without expectation of return and you win.

Leap #5.5 Do it for the most important person in the world. You. Be your best.

Here’s some good news if your service is somewhere between mediocre and satisfactory: There are so few examples of memorable service, that people write books about the great incidents, and other people buy the books by the millions to read about what should be an ordinary everyday experience.

If you take the everyday customer experiences you now offer, and turn them into memorable actions, you can establish a dominant leadership position in your community, your region, your market, and your industry just on the strength of your memorable service.

I hope you do.

FREE GitBit… There are three options a customer has to talk about you when the transaction is over. Want to know what they are? Just go to click Free Stuff the click GitBit register and enter the secret word, “OPPORTUNITY”.

Jeffrey Gitomer is the author of The Sales Bible, and Customer Satisfaction is Worthless, Customer Loyalty is Priceless. President of Charlottebased Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. He can be reached at 704/3331112 or email to

1999 All Rights Reserved Don’t even think about reproducing this document without written

permission from Jeffrey H. Gitomer and Buy Gitomer 704/3331112