success - Turbo Coach, achieve breakthroughs - Brian Tracy

Get Referrals
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In other words, there is a very real and tangible benefit in
making sure that you retain your existing customers.
Not only is the ‘‘delighted’’ or ‘‘amazed’’ customer the
best source of referrals, she is also highly likely to be a repeat
customer. Rarely will a person who has reached this level of
satisfaction with you, your company, your people, and your
product or service jump ship and move to another supplier.
In psychological terms, people move away from pain and
toward pleasure. A satisfied customer already experiences
pleasure dealing with you and your company. A move to one
of your competitors represents a risk of possibly experiencing
pain, if only because of all the unknowns involved in such
a change. Will the product work as well as yours? Will it be
as reliable in yielding predictable results? Will the afterservice
be as dependable? Will the customer enjoy interacting
with your competitor and its people as much as with you and
your team?
There is an axiom well known to the expert bridge
player: ‘‘When in doubt, pass.’’ This same principle governs
the behavior of customers. When they are highly satisfied
with your product and service, why risk switching? In most
cases, even when presented with a persuasive argument by
your competitor, the highly satisfied customer will pass. He
will remain loyal to you and buy from you over and over
again. This is your goal.
Customer Service:
A Key to Customer Satisfaction
Clearly, you must make every effort to ensure the highest
level of customer satisfaction possible. In Chapter 16, we fo-