Getting That Good Will

That old saying, “A pleased customer is the best advertisement,” is just as great a truth to-day as the day it was written. What can equal the trade-making value of a satisfied customer? What can equal the trade-killing power of a dissatisfied one? The man who is well pleased not only gives his own trade, but he influences business by telling others. This personal endorsement is what is needed in business. Advertising will attract people to a product, competent salesmen and satisfactory goods and prices will make the first sale, but a customer’s good-will must be secured if the business is to be made a permanent success. — E. D. GIBBS