Communication and service Let your customers know why they are smart to do business with you "Customers want to feel they're making a good decision when they choose you and your product or service. The most important continuing task is to reinforce that decision over a period of time. If you do, your competition won't have a chance." Source: The Selling Advantage: "How to keep Customers Coming Back," John R. Graham, President of Graham Communications, Volume 13, Issue 310, Copyright 2001