Consumers have a world of choices for even the most mundane
purchases. We have a dozen grocery and convenience stores
near us. There are hundreds of dentists, doctors, lawyers
and accountants in Eugene.
So what makes people go out of their way to do business
with you?
Recently, a friend told me about a wonderful experience he
had when GM agreed to pay for work on his vehicle even
though it was 35,000 miles out of warranty. In a less
dramatic story, we recently got Toyota to service the air
conditioner in Mary's car even though it was out of
warranty. Those stories turn customers into "fanatics!"
I've often told the story of Fiddler's Green, a golf shop
here in Eugene that claims to be the largest on-course pro-
shop in the world. People drive hundreds of miles to buy
golf clubs, bags and accessories from "Fid's" because of
their extraordinary service. They greet you at the door,
and they always have exactly what you're looking for.
My favorite story is about a golf bag they replaced free of
charge. I used it for over two years and had worn it out.
But I liked it and wanted to get a new one like it. The
owner talked with me, said he'd "see what I can do, it
should last longer than that." He made a phone call, then
handed me a brand new bag. Now I'm telling you--and
recommending Fiddler's Green to about 40,000 people.
What do people say about you and your business? How many
"fanatics" do you have? It only takes a handful of loyal,
life-long customers to make any business successful, but
too often we focus our attention (and budgets) on
advertising to get new customers in the door. That's a very
expensive way to do business!
Amaze your customers. Astonish them. Go way beyond
"reasonable" and you'll build an empire, make your fortune
and have fun doing it. Go beyond "reasonable."
purchases. We have a dozen grocery and convenience stores
near us. There are hundreds of dentists, doctors, lawyers
and accountants in Eugene.
So what makes people go out of their way to do business
with you?
Recently, a friend told me about a wonderful experience he
had when GM agreed to pay for work on his vehicle even
though it was 35,000 miles out of warranty. In a less
dramatic story, we recently got Toyota to service the air
conditioner in Mary's car even though it was out of
warranty. Those stories turn customers into "fanatics!"
I've often told the story of Fiddler's Green, a golf shop
here in Eugene that claims to be the largest on-course pro-
shop in the world. People drive hundreds of miles to buy
golf clubs, bags and accessories from "Fid's" because of
their extraordinary service. They greet you at the door,
and they always have exactly what you're looking for.
My favorite story is about a golf bag they replaced free of
charge. I used it for over two years and had worn it out.
But I liked it and wanted to get a new one like it. The
owner talked with me, said he'd "see what I can do, it
should last longer than that." He made a phone call, then
handed me a brand new bag. Now I'm telling you--and
recommending Fiddler's Green to about 40,000 people.
What do people say about you and your business? How many
"fanatics" do you have? It only takes a handful of loyal,
life-long customers to make any business successful, but
too often we focus our attention (and budgets) on
advertising to get new customers in the door. That's a very
expensive way to do business!
Amaze your customers. Astonish them. Go way beyond
"reasonable" and you'll build an empire, make your fortune
and have fun doing it. Go beyond "reasonable."
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