Hug Your Customers: The Proven Way to Personalize Sales and Achieve Astounding Results

Hug Your Customers is about customer service and how Jack Mitchell has practiced it by extending "hugs," — unexpected extras, from knowing each customers name, along with their family members and clothing preferences to handing out free coffee and newspapers on the Greenwich commuter train platform to say thanks (and by extension "Shop at Mitchells"). Mitchell looks at sales as being about something other than the product. You're not selling clothing, you're selling the relationship. That's why on Saturdays, many people come to Mitchell's just to see what's going on. In the summer, he's giving away hot dogs. Any time a regular customer walks in, the sales staff knows his name, spouse's and kids' names, clothing preferences and last purchase. Jack Mitchell is a natural story teller and his folksy, homespun style will appeal and educate. There are several stories that Jack will tell that illustrate these kinds of hugs that exemplify outstanding customer service.

Chapters include:

• Hugging 101
• The Three E's From
• Three Suits to Three Thousand
• Pick Your Game
• The Big Secret
• Everybody Gets It, Everybody Does It
• Game Day
• You Train Dogs, You Educate People
• I Love Mistakes
• The Power of New
• The Formula

A master of customer service reveals his secrets for developing long-lasting business relationships and customer loyalty. "We shower our customers with attention. There's no doubt in my mind that our philosophy can be applied to selling just about anything — from aircraft engines to beanbags." (Jack Mitchell) The only way to stay in business is with customers, and Jack Mitchell knows how to attract them, and how to keep them.

He has a deceptively simple but winning relationship approach to customer service — that a relationship is at the heart of every transaction. Jack's business philosophy is based on "hugs" — personal touches that impress and satisfy the customer, such as: — Remembering the name of your customer's dog

-- Calling a customer to make sure he's satisfied after a purchase

-- Having a "kids' corner" with TV, books, and treats

-- Knowing your customers golf handicap

-- Introducing customers to business contacts

-- Letting your customer use your office to make a personal phone call This is a proven theory — hugging works! Mitchells/Richards achieves among the highest margins in its industry, as well as amazing customer loyalty. Complete with anecdotes that exemplify outstanding customer service, Hug Your Customers shows how any business can adapt this hugging philosophy to attract great staff, lower marketing costs, and maintain higher gross margins and long-term revenues. At a time when customer service has become the difference between success and failure, Hug Your Customers shows how Jack's one-of-a-kind philosophy brings the results you're looking for.

A master of customer service reveals his proven secrets to developing long-standing relationships and customer loyalty by making business personal.