collects information on customers' families (including all birthdays), their hobbies, and all facets of their business. At special times of the year like Easter and Christmas he sends them a card, and a special offer-but really, really early. Why? So he can share all the wonderful Easter and Christmas cards he can personalize for the customers. He knows their wedding anniversaries and any other really special dates that warrant a card. Which printer do you think these people use, religiously? I'll give you one guess! And who do they turn to for ideas and help develop new products that need printing? Why Adrian of course! And it's not only all his past customers that flock to him with their printing needs. We also instituted a reward system that encourages people to refer him business. Every offer he makes includes a discount or gift offer if they refer a friend or business colleague. As a result this is the only form of marketing he does, and dollar for dollar the results are astonishing. Think about it, Charlie. When was the last time you received a letter in the mail thanking you for your business? It's certainly been a while. That's exactly why it's so effective. I know it works, but only a precious few put it into practice. It's the best way to increase the number of transactions known to man. We thanked Adrian, who had already extracted the name of Charlie's wife, her birthday, the names of their kids, and their wedding anniversary. As we started towards our next classroom, I had time to give Charlie another quick example of how important it is to keep in contact with clients. Where I work there are four hairdressers within walking distance, I began. Each one relies on repeat business to make any real money, yet only one has ever bothered to take my details. 45