Working with true GRIT

Quickly write down the names of a dozen people you know. Now circle the ones you respect.

My personal faith leads me to believe that integrity is a moral imperative. Striving to run my business with integrity helps me sleep better at night and look at myself in the mirror every morning.

But good business ethics is good business. Your reputation, good or bad, will get around. Most people would rather do business with a tool dealer they know and trust than to risk their hard-earned money elsewhere just to save a few dollars. Integrity can earn you more than just brownie points.

Building a reputation for integrity and earning your customer’s respect is a long, hard road. But in the end, it can help you build unshakable customer loyalty.

Phil Sasso is president of Sasso Marketing Inc., an aftermarket advertising and public relations agency.

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