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Relating to Customers

Want to improve business? The secret is in how you relate to customers.

This story appears in the August 2006 issue of Entrepreneur. Subscribe »

Barry, a career coach, wanted a better method for attracting clients who would provide him with repeat business. He had the typical set of one-timers but wanted to get the word out to people who would turn into long-term clients. Rather than immediately revamping his business, he decided to switch communications tactics.

Barry asked his customers to write testimonials highlighting the value of his services. He also listened more intently and with more interest to prospective clients. The outcome was amazing: A higher percentage of people turned into repeat customers.

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