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CHAPTER 6 HOW TO GENERATE MILLIONS IN SALES & PROFITS

Let me give you a personal example. About three years ago,
I went down to a local jewelry shop to buy a pair of earrings
for my wife’s birthday. The customer service staff were extremely
well trained. They were able to make me feel really special
with their specially brewed ginger tea and friendliness. After
I made the purchase, they asked me to fill up a new customer
information form where they asked me to indicate my wedding
date and wife’s birthday. In return for the effort, they gave me
a $100 cash voucher that I could use with my next purchase.
At the time, I didn’t think much of it.

The following year, it so happened that because of my work
schedule, I completely forgot about my wedding anniversary
(It is on the 22nd of December.) I did not make any
arrangements for dinner or prepare any gifts. At about 12pm
on the 20th of December (two days before), I got a phone
call from Daphne, a customer service person from the Jeweler.

“Hello Mr. Khoo! We would all like to wish you and your wife
a very happy wedding anniversary. If there is anything special
you are looking to give her, please come down to our store.
We have got some really beautiful matching jewelry just for
this special occasion!”

At the time, I realized that I had completely forgotten our 4th
wedding anniversary. If not for that phone call, I would have
gone home on the 22nd of December and gotten slaughtered
by my wife! Needless to say, I was extremely grateful and
went back to that same shop to make a purchase.

This strategy can work for any kind of business. If you are a
florist, remind your customers to buy a few days before their
anniversary or Valentine’s Day. If you are a dentist, remind
your customers to come back for their annual checkup or

SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES 189