I am sophisticated. Much more than I was a few years ago. My needs are more complex. I have grown accustomed to better things. I am sensitive. I am proud. My ego needs the nourishment of a friendly, personal greeting from you. It is important to me that you appreciate my business. After all, when I buy your services, my money is feeding you.

I am a perfectionist. I want the best I can get for the money I spend. When I criticize your service, and when I am dissatisfied, I will, to anyone who will listen, then take heed. The source of my discontent lies in something you or the service you sell have failed to do. Find that source and eliminate it or lose my business and that of my friends as well.

I am fickle. Other businessmen continually beckon to me with offers of "more" for my money. To keep my business, you must offer something better than they. I am your customer now, but you must prove to me again and again that I have made a wise choice in selecting your company, your service, above all others.