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You own a gas station and you know that the net profit margin is very slim, so you can't afford to lower prices, or offer freebies as an incentive to pick up and retain new customers. So how can you create a more loyal customer? Most gas station customers are probably looking at price and location as the two greatest features. If your price is comparable to the next guy and you are on their way to and from work, people will more than likely call your gas station theirs. However, this is not much of a loyalty- driving proposition. What if the lighting at your gas station is weak, the window cleaning solution habitually dry, the pumps dirty, or the receipt doesn't come out like it should? Enough reason(s) to chase customers to the next station? Probably. What if you, as the owner or manager, not only had these lighting and other operational fundamen- tals in place, but in addition you also made it a habit of walking the pump area, picking up trash and talking to your cus- tomers. What would happen if you said "Hi, my name is _____ and I own/manage this station. If you need anything I will be out here or just inside. Thanks for using us for your gas needs." When is the last Loyalty, versus any other adjective or adverb you can come up with, is the best way to approach selling your potential clients for immediate and long-term results. Here is the first example of loyalty in a known commodity: sell- ing gas at a gas station. Can you use this example in all selling situations? $ Use the 3 Rules in Loyalty Sales Calling 20 R INK MAGAZ INE july/august 2010 STARrinks.com by DON FARRELL Drive Results Revenue Greatest the

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