“There is only one boss. The customer. And he or she can fire everybody simply by spending their money elsewhere.” Sam Walton When eighty percent of new businesses fail, something must be wrong. Analysts, business experts, academics, loan officers, venture capitalists, and many self- styled consultants all have a favorite list of the dastardly deeds that lead to defeat. Seldom cited is the frequent lack of understanding of “customer service and appreciation.” Too many inexperienced, anxious and ambitiously unwise entrepreneurs, believe, if you hang out a sign, take out a one- time advertisement, get listed in the yellow pages, and have a ribbon cutting ceremony, the marketing and promotion is done, and now it is a simple task of handing out numbers to the line of customers that stretch around the block. Oh, such pipe dreams. But when your customer line is short- if at all- and your cash register empty, the fear of failure soon takes hold. Before long you harbor the frightening thoughts, of “I made a mistake, I invested all my money and took out a home equity loan- and now what, no customers, why did I quit my job?” Every new entrepreneur should grasp the cold fact that “Social Darwinism” in the business world weeds out the ill- prepared, the less stalwart, and the less adaptable- and with it, the dreams, and savings of those who could not make the cut. And what do you need to make the cut- customers and profits! Common sense usually will get you both. Dreaming and a false sense of pride coupled with arrogant independence will not. So lets start with customers, unless you opened a business on the sands of the Sahara with not a possible customer in sight, accept the fact that customers are there but you must romance them from day one to eternity-without exception. And every customer, not just your favorites. You will find that little customers grow up to become big customers, and big customers sometimes leave home for greener pastures, Customers are like your kids, no favorites if you please. Burn this into your brain cells, “it is not enough to attract customers, getting them to buy, and buy again is the challenge you must overcome.” Repeat business is the secret to success-there are no short cuts. As you might expect, every business writer or consultant has instructions promising you riches. Reading about it, and doing it, as you know, are not the same. Anyone can write up a set of guidelines, but applying the wisdom is the tough part. I recently ran across a list of suggestions that lay out simple rules of customer appreciation. I would like to share these comments –and I know as you do, words are one thing- deeds something else. When you are stressed out, torn in a million directions, and every customer demanding your immediate attention, it is not easy to remember that customers are royalty. Yes, the customer may be king, but there are some you would like to depose. Yes, there are some customers you cannot please and would like to behead, but that is like shooting yourself in the foot. So in spite of it all, your future depends on putting on a smile and showing customer appreciation. Remember your customers are: The most important people in your business. They are not dependent on you, you are dependent on them. They are not interruptions of your work; they are the purpose of it. They do you favors when they call- you do not do customers a favor They are part of your business – not outsiders. They are not a set of statistics- but real people with needs and emotions. They are not your debating opponent but your lifeblood to success. They allow us to fill their wants and pay us for it. They expect and deserve our attention. They expect we will listen to them. They expect us to remember them. These eleven statements sum up a successful sales attitude, an attitude that will “keep em coming back.” Otherwise, you got trouble! Copyright 2004 Dr. Paul E Adams, Professor Emeritus Business Administration Ramapo College of New Jersey Author “ Fail Proof Your Business: Beat the Odds and be Successful.” Available Amazon.Com. If you have questions or comments- contact me: drfailproof@earthlink.net