Consistency is key to customer loyalty

Working out of Tawas City, Mich., Carrie Lake has found that in her region that consistency is her best tool to create customer loyalty.

Lake has a different set of stops every day, but she has learned it is important to have a schedule and stick to it. "They (customers) are very routine," she says. "It's important to arrive at the same time every day, the same day."

Mac Tools' accounting software has made keeping track of receivables manageable, but it's the least favorite part of the job. "I hate paperwork and checking stuff in," she says. "And that part doesn't make money. You've got to be out moving to make money."

However, having bills, payment plans and tools prepared before the customer at the same time every week "trains" him to have a good working relationship with the distributor. In this way, consistency drives customer loyalty and sales.

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