document.write('<p><b><font class="heading">The Nicest Way To Build Your Business</font></p><p><font class="text"><i>&quot;People don\'');
document.write('t care how much you know until they know how much you care.&quot;</i></b></p><p>It\'s interesting to see how many small');
document.write(' businesses try as soon as possible to follow the example of some large corporations to build an impersonal &quot;corpor');
document.write('ate image.&quot;</p><p>People actually prefer to do business with people, not institutions. The last time you called a');
document.write('n organization with a problem, weren\'t you frustrated and didn\'t you experience emotional pain while &quot;going through');
document.write(' voice mail hell&quot; or being transferred until you got connected with a person who could solve your problem? Corporat');
document.write('e leaders with good marketing sense understood this.</p><p>When we think of Hewlett Packard, we think of Bill and Dave');
document.write('. Lee Iacocca rebuilt Chrysler largely by being the corporate spokesperson in commercials. No advertising has been more ');
document.write('successful for Wendy\'s than Dave Thomas telling us about his latest fast food offering. According to John Sculley, forme');
document.write('r president of Apple Computer, it requires 16 times the investment for an existing customer to replace the profits of on');
document.write('e who is lost.</p><p>Keeping existing customers is a key to running a successful business.</p><p>&nbsp;<br><b>Why we');
document.write(' lose customers?</b></p><p>According to a study conducted by the Technical Assistance Research Project in Washington D');
document.write('.C., 3% leave for convenience, 9% because of a relationship, 15% because of product, price or delivery problems, and 5% ');
document.write('for other miscellaneous reasons.</p><p>That leaves 68% for the most significant reason: perceived indifference. Custom');
document.write('ers want to feel important and appreciated. A key to build customer loyalty is to build a relationship with customers/cl');
document.write('ients/patients where they feel important and appreciated!</p><p>In any business, but especially a business where there');
document.write(' is contact with a customer and a representative of the company either in person or on the telephone, the best way I kno');
document.write('w to cement that relationship is through personal notes - thank you notes!</p><p>Personalize thank you notes by hand a');
document.write('ddressing the envelope and using a real postage stamp. A hand-written note is best. But if your handwriting is terrible,');
document.write(' be sure to sign the letter in blue ink.</p><p>&nbsp;<br><b>When should you write thank you notes?</b></p><p>When yo');
document.write('u are getting started in business or in sales, you should write a note after any contact, including meeting someone at a');
document.write(' seminar or when you exchange business cards. Learn to be sincerely appreciative and express that appreciation. If you d');
document.write('eal with a problem, apologize personally with a personal note and be sure the problem is resolved as quickly as possible');
document.write(', maybe even sending another note after it\'s done.</p><p>You certainly will want to acknowledge major purchases and re');
document.write('ferrals with thank you notes. You can sometimes exploit or manipulate people and make a sale. But when you become an &qu');
document.write('ot;assistant buyer,&quot; a friend who helps the customer make transactions in his or her best interest, and express you');
document.write('r interest in the customer as a person, you are building a business or a sales career that will provide for you and your');
document.write(' family for years to come.</p>');