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I know, who has the time to get names and addresses and e-mail and phone and ... Well. Remember the well. Put this baby in the well. Don't give me any backtalk. Just do it. In the Cumberland Mall, after five years, I had a three ring binder, full of pages, each page had 50 or sixty names on it, and to the right of the names we had boxes to check off or put in the coffee they bought. Thousands. There were thousands of names in that file. Back then we used the old tried and true 3 x 5 card boxes and we had so many we stopped using them. Today you have no excuse not to have a computer and a data base into which you put this stuff. First, your customer will love the fact that you remember what they buy. Do this for yourself. Do this for me because you will become our biggest customer. I know this works. I did it and amassed a huge list of very thankful people. They still seek us out. And this list will demonstrate to a buyer of your business that you are not kidding. Second, you will be able to send out specials. You must get e-mail addresses so you can send them out for no cost. At the risk of insulting you, you would be foolish not to do this. Here you are reading on the web, you know your customers do as well. Do this. Mail cards. Call customers about specials. Yeah, during the day only. And good customers. Be short and sweet. This is Julie form Coffee Time and we have your favorite coffee on special. Don't tell me you don't have time to do this. Your highly paid, flexible staff will do this between at two PM. You can so call if you are nice. Local people who identify with you at the store will talk and welcome your call. Try it out. Use this for gifts they buy. Who they buy them for. SERVICE SERVICE SERVICE with a smile and with substance.
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