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Still, what would you consider to be fair if you were the customer? If a customer is willing to buy something, but you, being a little more expert in the area, know that it's not really right for the customer, even though he's willing to buy it, talk to him about it, and counsel him about what his best interests are, and how his best interests are served. By doing this, you would be giving up a short-term opportunity to take the customer's money, but you would be earning something of great value in the form of his trust in your advice and judgment. Not only that, he'll recommend friends and colleagues to you as well.
That's exactly the way United Services Automobile Association (USAA) has created the most respected and trusted brand in financial services in the United States.
offers a variety of native and mass-labelled reference standards for legacy environmental contaminants such as polychlorinated dibenzo-p-dioxins (PCDDs), polychlorinated dibenzofurans (PCDFs), and polychlorinated biphenyls (PCBs).
And USAA is the most trusted brand in financial servcies not just by a small margin, but by a BIG margin.
USAA members can tell stories about how they were ready to buy more insurance than they needed when the rep said "you know you don't really need that much" or some similar story.
It's important to generate sales today, but it's also important to preserve the productive capacity of your customer base, not to oversell. If you planted the richest cash crop on every acre of your land every year, pretty soon you'd burn your land out and you'd have to find new land. So if customer satisfaction goes up a point, how much is that worth in terms of lifetime value?
Well, you can think of your customer like a farmer thinks of his land. And that way you can tell what value you actually create from some measured improvement in customer satisfaction.
For a business person, what you have to do is balance the long-term value of the customer against the short-term sales.