During the month of January I was on vacation along the Atlantic Coast and true to my tradition of drinking coffee, I was trying out most of the eating establishments. In my small research, I found numerous coffee shops and ice cream parlors (with sale of coffee) that had a similar decoration, uniforms for waitresses and waiters were very different, some elegant, colorful, striking and other brown and even black, some refined and other messy.

I did my evaluation and in general over the 80% of businesses serve the same brand of coffee, but the days passed and I decided, only for 2 places, because only in these two businesses they treat me very well, actually treated me brilliantly.

When I observed the attitude of the staff of all sites I visited, I found that a high percentage was not interested in the work they did, moreover, I think they disliked.

While in the 2 elected businesses transmitted the joy of doing their work, felt proud of belonging and the concern of customer satisfaction, they worked with a permanente smile towards the customer, never a comment between workers, in reality extraordinary attention, super profesional.

Recalling my experience, I can say that a customer values more "attitude" than "aptitude" ("aptitude"-know how-, "attitude"-want to do-).

The client- so scarce and difficult to obtain and maintain- have so many options to get a good deal, and when his not satisfied, change supplier with complete ease, if at the end the product they sell -almost all- is the same or similar.

If you want to succeed in your business which depends on the care they provide their employees, should start by selecting adequately the staff and only those who show "want to do", There are techniques you learn, instill pride in belonging to your company, generate mutual respect, offer the best possible product, train them and assemble a motivating monitoring system, with prizes and corrections, otherwise your best employees will wonder, What is the advantage in this business to work better, be punctual and efficient?

Remember that if you and your employees do not treat customers better than its competitors, they have infinite opportunities to switch suppliers. The customer that is lost is difficult to regain.

Make the customer to return to your business should be your priority, for that you and your staff need to worry about the "attitude" that transmit. Make they have a positive attitude and avoid having once customers only.

Prof. Juan Carlos Molinari
MOLINARI & Asociados
Capacitaci�n Empresarial
Consultores de Negocios

Business consultant, consultant and trainer in the area of marketing and sales. Advises manufacturing companies, commercial and services. He teaches subjects: Pricing Policy, Professional Practice and Personnel Administration in Marketing Careers, External Trade, Tourism and Hospitality in the Foundation de Altos Estudios E. Adrogu�. He worked in business relation of companies performing at different hierarchical items such as: Sales, Management, Training and Marketing in the following companies: �ngelo Paolo SA, Schering Ploug SA, C�a. Dr. Scholl SACI, Hiram Walker SA J&E Atkinsons Ltda. Divisi�n de Unilever Argentina, Kolynos SACI, Nestl� Argentina SA, Singer Sewing Machine Co.