WHY IT’S TRUE 
Selling used to be about transactions; now it’s about relationships. People come to your store for jewelry, but they come back only if you care. The information that you have in your database about their occupation, family, and hobbies, and their jewelry wish list, will take you a long way in developing and maintaining a strong relationship. 
 
PLAN OF ACTION 
How many customers do you have in your database, and what do you really know about them? Conduct this exercise with your sales staff. On a sheet of paper, ask people to write the names of your top 50 customers. Then ask them to write something they know about that customer — spouse, hobbies, etc. You will be amazed at how little your people, and perhaps you, really know about the customers who come into your store. Customers don’t care what you know until they know that you care.