How to gain a customer for life

I started in sales when I was probably 5 years old. My mother had a book stand where we sold textbooks and education materials to elementary students. One day a lady came by to return a textbook. There was no written return policy. There was no receipt. Everything was sold with cash. The textbook she handed to us had some marks. It could not be sold as new again. It would be a loss if we took it back. My mother did not say any unpleasant word to the lady. She refunded the lady in full. This was rather rare during that time. The lady left in happiness. Later my mother told that the lady was a frequent customer; she would advertise for us by words of mouth. What my mother said never leaves my mind. Looking back I could see why my mother has been so successful in business.

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