The other night I had dinner with my mother and we were talking about some of my Grandfather’s friends.  Somehow we started talking about Milt Linder, who would have probably been, if he was still living, about a hundred by now.


About 30 years ago Milt was selling magazine subscriptions, working on commission.  I remember that Milt could get me any magazine or newspaper; Golf Digest, Runners World, NY Times, etc.  One day I asked him if he could get the St. Louis Business Journal.  Without hesitation he told me that he could.


Several years later, I found out that he didn’t make a penny on the Business Journal, yet he still took care of taking my money and arranging for the subscription.  I thought, “He’s not making any money.  Why would he do that?  Wow, that’s really nice of him.”


Milt was a great salesman who knew how to service his customers.  He would do whatever it took to keep them happy.  A kind gentleman, he would rather a customer be happy than make any money off of him or her.


LESSON: Taking care of customers, even when you don’t make money, is sometimes the right – and nice – thing to do.  It shows you care and can go a long way in creating customer loyalty.


Shep Hyken, CSP, CPAE is the Chief Amazement Officer of Shepard Presentations.  As a professional speaker and author, Shep helps companies develop loyal relationships with their customers and employees.  For more information on Shep’s speaking programs and books, please contact (314) 692-2200. Email:  Web: For information on customer service training, go to


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