Sales is tough to get right, and depends on retaining those customers, yet people do it badly and unprofessionally all the time. It's really not difficult to learn the art of good service, and if you get it perfect, you will see those rewards.

Let's look at an example of service from my point of view:

I usually buy a sandwich from one place only. I always go there, as I get top services and the sandwich is nice. I could go anywhere, but I choose to go to this place.

Price has nothing to do with it. I can get a sandwich cheaper elsewhere, but the reason that I don't go elswhere is so simple, and it's scary that so many businesses fail to capitalise on this easy technique. The answer is that the guy knows what my order is I only have to walk in and they prepare my sandwich without asking what I want. I suppose speed of service is part of it - never much waiting in there but it saves me from repeating my order every time I want the same thing.

It's a nice little touch which is highly noticable by customers. Nothing major, but it shows they care about what they do. They are serious about service and yet it appears effortless, as if they aren't trying.

That's the secret of service. Make everything effortless in the customer's eyes.