Page 123 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

151 Quick Ideas to Get New Customers

him over the edge, and he immediately became one of her highest
volume buyers and a most loyal customer.

Epilogue
So many people are afraid of being taken advantage of
that they fail to realize 98 percent of customers just want a
fair deal, and to be treated as individuals.

96

All’s Fair in Love and War

Everyone has heard the old proverb “All’s fair in love and
war.” For this quick idea, we add a third description to that:
“All’s fair in love, war, and competition for customers.” If you
are going to compete in the marketplace, you must know what
your competition is doing. There are three kinds of people who
compete: (1) Those who are active; (2) Those who are reac-
tive; and (3) Those who are inactive. Only the active will win
the competitive wars in the days ahead.

Assignment If you ask Dorothy
about what is going on with
Ask all your friends, her competitors, she can not
employees, sales reps, col- only tell you, she can show
leagues, and industry con- you. She has a file on each
tacts to bring you materials competitor, and she makes
and keep you up to date on a daily effort to keep up with
what the competition is do- what they are doing. She has
ing. Be active! a network of informants
who keep her advised and
bring her catalogues, price

122