How We Think About Our Customers

The second way focus affects loyalty is by how we think about our customers. You determine the thoughts of your conscious mind and, therefore, determine your focus. This process is not limited to any one part of your life; it affects every aspect of your life. In your business life, you are influenced by external factors. The rewards, recognition, and compensation you receive are external factors and influence your thoughts. If you receive more rewards, recognition, or compensation from dealing with new customers, then your thoughts will be focused on this activity. If you receive more rewards, recognition, or compensation from dealing with existing customers, then your thoughts will be focused on activities that serve this group.

My esteemed reader, you are holding a copy of Why Customers Come Back in your hands at this moment. Previous pages of this book have described the principles of:

• People do business with people.

• Differentiation.

• Value and assurance.

• Effective communication.

When you make these principles a part of your deepest thoughts, you are instructing your subconscious mind to use its infinite power to serve your purpose. When you focus on the principles that create loyalty, you are instructing your subconscious mind to use your collective information to think about customers as being loyal.