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Breeding the Best Advertising: Loyal Customers!

Sue Weinman Comments
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Back to the Book

In his book, Gitomer skillfully explains the earnest need to improve customer service and earn fans for your business. Here are some of the many important thoughts I feel are invaluable:

  • Customer service across all industries is so poor, people have low expectations. Exceed expectations, and you will find referral rates increasing.
  • Customers want and need your help. Work at identifying WHAT they want and HOW they would like the service delivered.
  • Try to avoid the words "no" and "can’t" whenever humanly possible.
  • Always be friendly and empathetic, even when dealing with a problem or a disgruntled customer.
  • Never promise what you can’t deliver, and surprise your customers with what you do deliver.
  • Don’t recommend this book to your competitors.

There you have it: The secret to winning the Super Bowl of self-storage success is first to spoil your customers with great service. Do you have what it takes? Turn this knowledge into practice and you’ll be getting rave reviews by your fans, who’ll also be your customers for life. 

Sue Weinman is vice president, Yellow Page Services, of Michaels Wilder Inc., an advertising agency specializing in Yellow Pages, Internet marketing and talent recruitment for the self-storage industry since 1989. For more information, visit

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